Agree that scam coins sometimes have projects that look legit and are able to fool potential investors.
There's a lot of them, the reason why they were able to raise funds in through crowdsale is because investors believe on the potential of the project, but after the sale its the crucial stage and the reality says that only few has delivered of the total tokens or coins created in crowdsale.
To invest in new projects, in my opinion we really need to be vigilant because sometimes it is difficult to distinguish legit projects from scam projects.
Every time we invest, we need to ensure we understand it by making a research, but it's no guarantee that we will be successful, sometimes timing is very important and the good timing is when the market is bullish.