LiveCoin did not start out as a scam. After it turned out that LiveCoin was acting in an untrustworthy/scam manner, and once LiveCoin had the opportunity to defend itself, pressure was given to those who were advertising for LiveCoin and after a discussion, Hhampuz ended the campaign.

In the case of yahoo/Yobit, yahoo acknowledged that Yobit was a scam and decided to continue advertising for them. The difference is that those who were advertising for LiveCoin had not taken the position that it was a scam when they were advertising.