It makes sense if you're trying to maximise the amount you want to scam. You'd have advertising campaigns to increase awareness so you have more investors and players to steal from later. You also implement new features to keep those players moving to other sites (and thus also retaining your investors - no one is going to invest on a site where no one plays) in a highly competitive market.

But as I said, it's playing the devil's advocate - I don't necessarily think this is true, but if you think about it, doing the right thing and doing the right thing to maximise the scamming potential produce the same results.