Is SEO a scam?

Why would SEO be a scam?

Because it doesn't work anymore

Note: there is a difference between "SEO" and internet marketing

So called "white hat" isn't actually SEO at all

White hat has almost nothing to do with actual "optimization" for search it's just marketing

And "black hat" which is *actually* about optimizing for seach, is pretty much dead/dying

There are few if any actual avenues for competitive optimization strategies beyond marketing/advertising

Or am I wrong?

Because it certainly seems to me that SEO is a pretty much a weasle-term for "rip off"