Anyone who has spent significant time in certain corners of the internet has seen the high prevalence of get-rich-quick desperation in (some) cryptocurrencies. It repeats each cycle, but was at high intensity this year due to the low barrier to entry with BSC smart contracts. Anyone could create a PnD shitcoin.
All these scammers do is set up a nice looking website, fake some 'partnerships', then get influencers and spammers to put the word out. Once the scammers determine the market is at peak liquidity, they 'rug pull' by selling through all the liquidity, driving the price into the ground. Some rug pulls are instant, others are slow, to milk the buyers.
These scams are very common.. there are thousands of them. A lot of people willingly participate because it is possible to make some profit off suckers before the developers pull the rug. The profits are drying up as suckers are running out of money or are finally getting wise to the formula.
Despite how it sounds, I'm not in favor of regulation. I'm all for people learning lessons the hard way. I did at various times in my life and am better for it