A really good group of scammers will spend all of their time reading articles like this to know exactly how to trick people. Then they will carefully follow all steps mentioned to ensure that a very solid front appears. They'll also spend a lot of time on marketing and building relationships with those that matter: endorsers, clients, press, etc. to ensure they have a very positive image being portrayed.

They won't make any false promises or engage in any trickery. Until one day, they flick the switch and no one is to be seen. Poof, gone.