That is to be expected from coin devs: they'd market their product at the best of their abilities hoping that it would net them great profits in the end.

Personally, I look at these things to check whether a coin would really be worth to invest in or not:

• Whitepaper - this is one of the most important things an investor should look at before diving deeper into a coin. Most of the time, whitepapers from pump and dump coins are only comprised of flowery words that makes no sense at all if you churn the words bit by bit. Not being a grammar nazi but there are still some whitepapers out there that isn't even put out in straight English. If the development team can't put up a whitepaper decently, how would you expect them to work on the coin with dedication and effort?

• Road map - some coins out there don't even have a road map to begin with while some are shady and feels like it wouldn't be able to meet those dates and is just placed in there to attract investors. If a coin is really there to stay, the dev team would place goals that are attainable and not just some random dates placed to garner interest from their peers.

• Dev team - this may not be important but I personally look at the names and see what these devs' other projects are. If they finished a promising work, I might consider investing and trusting on them, and if not, I'd just GTFO and look for another coin.

These are the basic things I really dig into before buying in to a coin. It might be time-consuming, but then again, it's money that we're dealing with in here so every single bit of information you can get from the coin counts.