This has nothing to do with startup or current times. That's why I gave example of Google. Google is not a scam in my definition but still has clearly faked gemini demo. Even Wright brothers admitted to faking a lot of news and claims before they could make real working planes.[1][2]
It still counts as a scam even if someone eventually succeeds. Whether the given thing is a scam depends on whether, at the moment of utterance, the statement is a lie meant to accomplish some goal or not. It doesn't exclude the possibility that success might happen someday. This is what I mean about the bizarre morals of startup hustler types. Lying to extend your runway is still lying and normal people still think its a scam.
Do you use any word to distinguish what google did in my example vs what theranos/FTX did? Or would you put both in the same category as one small lie is same as basing existence of a company on lie.