Totally agree with you. That is the best rule of investing. However, with some many ICO's and Fear of missing out, there is not a lot of time to do a lot of research and people are skipping the research part and jump on the latest pump! (have done this my self couple of times...) I think, this is fact that these crooks capitalize on in  order to scam as many as people as possible.  I wish they all get arrested and locked up for life.