There's the thing about "'Never ascribe to malice that which is adequately explained by incompetence." But then there's it's corollary "any sufficiently advanced incompetence is indistinguishable from malice."

I'm other words, Molyneux should know better by now, and the fact that he clearly doesn't can only come from a willful refusal to.

We can definitely debate the merits of the term scammer, but at this point it's definitely undeniable that Molyneux is a liar. The Project Milo demonstration at E3 2009 is just a series of deliberate falsehoods, from the actor hired to behave as if she's interacting with Milo improvisationally, to claims that Milo can identify subtle changes in human users' moods by analyzing their facial expressions to the repeated claim that "this technology works now" even though the entire thing is pre-recorded.

If he wasn't stating things like "This is true technology that science-fiction hasn't even written about, and this works today, now," you could pass it off as him just being enthusiastic about what they can achieve. But he openly and repeatedly stated that they had already achieved all of this, which he knew was not true. Again, we can say E3 or any other PR presentations are all lies on some scale--there's kind of a line you have to ride in marketing where you present things in the best possible light--but Molyneux consistently steps way over that line by making obviously, verifiably false claims.

It's easy to say there's no malice behind it, but the fact is he's a businessman selling a product, and it benefits him personally if people buy his product. He's not some innocent childlike imp creature whose motives are always selfless, he's a human being who likes money and is sometimes willing to say things that aren't true to secure more of it. Is that "malice"? I don't know. It's at least "avarice".