Well, imho, scam is not necessarily take away your money. If you give something (your time, your personal data, anything, your signature) because you are promised to be rewarded, but in the end the person/entity is breaking their promise, it might be called scam/fraud.
And BTW when you give your data freely they might sell it to some people, and many people willing to pay for personal data.
I highly agree. A scam does not only mean it will take away your money. Once a certain project or ICO presented themselves as a good project even if they are not, they are already a scam. Once they create tokens which the people can buy and sell, even if this token has no real value in the future because of their lack of plan and vision, it is already a scam. Moreover, it does not mean that since the project or ICO did not get any money from you, you will not consider it a scam. Who knows, it might have gotten a huge amount of money from other people?