For example, eliminating lies doesn't "make the world a better place" unless it actually makes people happier; claiming so is just concealed deontologism.

Just picking nits. Consequentialism =/= maximizing happiness. (The latter is a case of the former). So one could be a consequentialist and place a high value and not lying. In fact, the answers to all of your questions depend on the values one holds.

Or what Nesov said below.