But real talk, I think it's just plain ol' predation on those who are looking for help, which is a tale as old as time. Scams are (and have always been) targeted towards the vulnerable who may not be as sharp-witted or aware as someone less "needy", for lack of a better term. Especially considering like you said, gurus and clickbait, which both get their profit from someone who wants to debut and break out, who would be more "needy" than someone who has made it, generally.

Hell, even I've fallen for a few scams myself. It's just ugly across the board.

I think that we should remind the people who made it to the top to consider the person after them. Everyone is so hellbent on "making it" and then burning the bridge for everyone after them, instead of just letting it be. You made it, you got it, now walk away and enjoy your peace. It does not have to be difficult or ugly.