Why and how did pollination-by-deceit evolve? It is a difficult question. Now, I want to find other solutions to solve this question, so I ask when and where some species lost edible reward. Is this a right question? 
In orchids, when and where did some species or subfamilies lost their nectar? Because the pollen grains in Orchidaceae are aggregated into pollinia which can't be consumed by insects. Therefore the answer to the question when orchid evolved deception can change to when orchids lost their nectar.