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So anytime someone is excited about a product and says "I love it; you should try it!" they're a shill? If your customers used your product and told others to do the same, would you have the same opinion?

To me it sounds more like he wants you to form your own opinion.

To me, it came off along the same vein as Daring Fireball, but in a worse fashion — a little too pro-Windows and the new features.

I can certainly see how this is like Daring Fireball: he does neglect to talk about any downsides. But I can't imagine how this is worse, except that it's about Windows rather than OS X.

Personally, I find Daring Fireball significantly more smug and annoying--unlike this post, Daring Fireball also likes to constantly rag on Android and implicitly assumes almost everything Apple does is perfect.