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.
You made the point clearly they are collecting data and selling to the required people. Who will take your data new ico launching they might need targeted audience. By collecting email address associated ether address will send malicious link to access your wallet . There is lots of type scamming are there.