I call that a dump, not a rug-pull.

Dump as in pump-and-dump.
Pump in your example meaning pump audience expectations ahead of launch.
I experienced a rug pull in one staking platform where you are going to yield profit for a specific period of time; the platform is not properly audited, so I was not aware of these so-called back doors that will trigger based on specific parameters.
I woke up losing my $200; its a huge amount for me. its greed that made me stake my coins in exchange for a big interest. This is my definition of a rug pull, so I learned that we should investigate where we are putting our money; the other definition is you invest in a token where the developer abandons the project and you with their worthless token. I also experienced this many times.