You are missing what I at least strongly suspect is a significant number of posts: (4) people paid by the companies to say positive things, like "I was only able to quit smoking because of this product."
I've made a comment similar to that before and I stand by it. Wish I would've known I could get paid to post it!
None of them obviously. But the standards of trust I have in my friends is higher than in strangers.
I'm not certain that there really are paid shills on this particular topic online (I actually somewhat doubt it because it would open the companies up to serious legal issues). But we should always be aware that the interests of strangers may not align with ours.