While I have no evidence in this particular case, if I wanted to promote a book, I could imagine making up a related, positive story, which just happens to mention the book positively, and posting it on a popular social media site (I put the book in my cart). Then one could follow up with a softball opposing story on another site to get some controversy and thus visibility.

Probably someone will cross link for you (I thought about doing that when I saw the headline). If not, a sock puppet can point out the link, and the book, again.

TBH these two stories have the exaggerated perfection that characterizes fake stories. And the fact that they arrived so close together makes me very suspicious.