Email marketing, like everything else on the Internet and in the marketing world, is evolving and maturing. Some of it is driven by scammers, spammers and greed, but there are many individuals and services that develop and apply their practices in respectable, responsible ways.
I suppose the bottom line for entrepreneurs is to keep up-to-date and informed on current best practices in email marketing. This means reading current print and electronic publications on a regular basis. Lifelong learning should be part of every marketer's game plan.