THERE ARE plenty of words in English for tricking people out of their money. You can scam, hustle, bilk, gyp, flimflam, swindle, swizzle, fleece and finagle. Those who do so are grifters, con artists, hucksters, charlatans, hustlers or fraudsters. Such figures are something of a staple in popular culture: think of the champagne-chicanery of F. Scott Fitzgerald's Jay Gatsby; Frank Abagnale, Leonardo DiCaprio's charismatic con-man in "Catch Me if You Can"; or the glitzy characters in "American Hustle". They are not ordinary villains, causing revulsion or fear. In being able to make a fortune using little more than their wits, they become attractive, almost awe-inspiring. In both fiction and real life, scammers sell.