That's why I'm curious to know how and why people are so sure and stigmatize that the new / not-well-known service is definitely a scam, and what they choose as primary factors to evaluate.

exactly that, new unknown service offering very high return is one of the factors
well established company and proven business model would gain users trust
If someone is giving you 12% on your deposit, they'd have to be lending it out at 14%. Which is impossible because no-one would borrow at those rates.
I see banks in my country gives 5% on certified time deposit and charge at least 10% on credit loans
and those are yearly rate, while this "harubank" gives 12% monthly?!
that means 144% yearly,... if it's not scam/ponzi then it's a very high risk investment and won't stay long