Good shilling (or "guerilla marketing") is hardly detectable, whereas people that complain about it are trying to draw attention. That could explain why cases of one are more visible (regardless of the actual frequency of either).

Good shilling is hardly detectable. Front the logo on a can of coke and leave it in frame (next to a ring maybe) while a couple kisses, post it with the title "happiest moment of my life".

It's subtle, you can use photoshop to make it, and anyone who would call you out on it can easily be framed as whiny and paranoid. They don't have the funds to buy influence on the thread anyway, so you could just slide their posts and avoid dealing with them if you wanted.

I'm not saying anything about how often this stuff actually happens (because no one will tell you they've done it so metrics aren't possible), but I will say only the most obvious plays can get caught. But enough about that, let's just talk about Rampart (joking there, I think AMAs are basically stated to be promotion, it just popped into my head)