McDojo doesn't refer to whether a guy has or no fighters, whether he is or not a good coach (all gyms have ups and downs and maybe sometimes "good coach" means lucky to fall on tallented guys) etc. Mc Dojo is the equivalent of an MLM system imposing high costs and producing no benefits apart pure symbolic ones, also adding costs by placing many fallacious links on a chain, and eventually adding aggressive terms when presenting themselves and/or thrashtalking other gyms just because they are feeling threatened by better or equivalent services offered at lesser costs. It also goes to various concepts such as claiming descendence from extraordinary grandmasters, world or national titles no one has heard about even in the same city, taking advantage of credit among students to entice them to buy useless or very over-evaluated items, selling expertise which is inexistent in relation to the goal claimed etc. etc. However they present themselves, as in later times some have become more shrewd, they go to the same issue : easy money, with as less work as possible, if any. It can go, in worse cases, to sect-type of behavior or enticing students into would-be metaphysic or spiritual paths of which the one preaching is usually following only for material or ego benefit. These can also substitute (or are presented as) the real tallents of a martial stylist or martial coach. They all fight/coach worse than imaginable but whoaaa what a shortcut on enlightening path they bring. Some variations include the ones who have no particular skills but kill the students with elementary physical conditioning and teach instead no technique or very rudimentary one. Typical idea also is that authority is not shared, not delegated, and if so - only to the brainwashed close followers, and is unquestioned in each and every field imaginable irrespective of the personal credentials of the students. Being old in the sport is an asset taken as self-understood and "who are you to know better" even more self-understood. Subtle manipulation includes exploitation of inferiority or guilt feelings and placing responsibility for failure to attain a goal on the trainee only. Some actually avoid to have any precise goal, the goal is a sort of a carrot hung in front of the nose of the hungry mule. And the list can go on and on ...

It is thus hard to differentiate such a thing from people just earning a decent living from sport and not claiming to have any other result performance-wise than the ones visible and tangible. It is even harder in respect to the schoold which are underlined by spiritual or energetically (internal)-oriented styles such as - say - Tai chi, Qi Gong, Xing Yi etc., as such guys always pose into gurus and claim endless virtues of wisdom. False modesty is another good cover, they are very very humble until someone touches the slightest material or ego interest, moment at which they pull out fangs and claws and become defenders of "the" truth or alternatively, of their right to be pestilent. Point at which mho is that what is to be done is leave them alone because in any event there's little to be done inasmuch as they still find followers, and to keep off their range as they are usually very prone to disruptive behavior when they feel someone can compare objectively things they say with things they do.