I think Internet scam sites rely on a group of naive people who accept everything they find on the Internet as the truth. I had a friend who fell for an Internet business scam involving gold futures and lost a significant amount of money. He was a very intelligent person, with an advanced college degree. He just didn't see any red flags when he checked into that "investment company". They had all the right answers, and the website listed some very impressive testimonials from clients who supposedly struck it rich.
He managed to get some of his investment back when he participated in a class action lawsuit, but he still took a very bad hit financially. A Internet money scam can look exactly the same as a legitimate investment opportunity, but the difference is that scammers will try to solicit victims, while legitimate investors usually make the first contact with real world companies.