What do founders of half baked projects achieve

Asking as a person with minimal knowledge but interest in how the crypto world will shape out in the future. I'm curious how founders of half baked projects or let's call them ideas that are pretty unlikely to make it big/have real world use cases? An example would be a coin called chaingpt. Probably banking on the hype around AI and ChatGPT and doesn't seem to me that it has good real world value. In curious - what do founders of these coins achieve? How does it all work? Do they just assign themselves initial coins and add liquidity etc and then earn by selling them once the value rises? Mostly I'm curious how the founders of these coins earn money? Is it all based on being first movers and then selling off once the market invests?