I remember one of the guy who recently created his own token under Ethereum. He used to create 10 of the sock puppet accounts. He used to pump the price by showing partnership with other brands. In reality all of that was fake. It got caught, meanwhile he sold the stakes and price dipped. Works like charm for most of the rug pulls.
Plenty of rug pulls out there - that is why it is better to choose something a bit more stable, a bit ,ore decentralized.