Ignorance most times make people to invest in shitcoin. They believe it can be pumped at anything thereby giving them good profit. But they never look into the negativity of it been dumped and making them lose their fund. Just like OP has said, you deserve anything that comes from your action in any investment you made.
I don't think that anybody will deliberately plan to fail in their crypto investment, people plan their investment based on the level of knowledge that they have, so in that sense I wouldn't really say that they deserve the failure of investing in shitcoins, it's just the lack of adequate knowledge. So the main reason why people with good intentions to invest and make profit fail is because of ignorance, lack of proper research to equip themselves with the right knowledge about reputable crypto coins that will guarantee them ROI , like Bitcoin and top altcoins like Ethereum. Unless you want to say that investors deserve what they get based on the level of their knowledge, then I can agree with the OP to an extent.