The comparison is interesting. Internet marketing has been around
longer than crypto scene and is somewhat more matured now. The problem there
is that so many people are making money on internet teaching people how to make money on internet
(by teaching people how to make money on internet.. you get the idea...)
... but the demand is shifting more and more towards legit and sustainable business operations.
Gaming the search engines is too demanding now, it is left in the province of very shady people
who are prepared to spend lots of money and move fast.

Crypto simply hasn't reached that point in its evolution yet. Maybe
a day will come when we too speak about "white hat" vs "black hat" devs as they do
in IM.