Lots of scam alerts on the net. Any advertisement with '100%' in the title, ought to be suspect...

Question: Do most people who get scam reputations actually intend to scam or do most of them delude themselves into believing they've really got a good product to offer?

What's your opinion? I ask because I've met people selling stuff who would probably tell you after a few drinks they're crooked, and others who seem to believe in what they're doing and try to help their customers (to no avail).