Going back to 2017 scam ICO launchings, one thing for sure, sites like Coin Market Cap have played a very big role in promoting those scams. Yes they did it because they want money but one thing they should realize that this thing would lead to distrust of new people in crypto which would ultimately also close their shop as well.
Not only Coinmarketcap, but all advertiser sites can also advertise scam projects, but they don't know that
I think if the coin marketcap / advertiser site knows that advertising is a scam project they will not accept it