I think the web has been crappy for a long time because even when it was difficult to scam people online, there were still millions of people poor enough that they'd engage in what seem like prohibitively high effort/low reward scams like creating a fake Facebook account, spending months getting thousands of followers and likes, then selling it to someone for five bucks so they could use it to spam people.
With LLMs, the level of effort is rapidly approaching zero, which results in a huge increase in volume, which results in a huge reduction in returns which necessitates a huge increase in volume, etc. We're heading for a scam singularity. Scamularity, I guess.