Taken from http://manifesto.softwarecraftsmanship.org/

"Not only working software, but also well-crafted software

Not only responding to change, but also steadily adding value

Not only individuals and interactions, but also a community of professionals

Not only customer collaboration, but also productive partnerships"

I fail to see the "scam" here. Your follow-on comments seem to take issue with some of the popular opinions on how to best accomplish the goals above, but that hardly disqualifies the effort to improve software development as a profession outright as a "scam".