Numerically, most of the scams are rug pulls. "Get in on the ground floor of our hot new web3 token issue that will be the next BAYC or whatever". There are enough such things out there that do make money (a lot of it) that people are willing to bet on them anyway.

Then the owners take the $2M they got in early financing or seed money or reservations or whatever it's called and disappear with it.