The general concept of a Shill is an apparently neutral individual who publicly sways in favour of a character or organization without disclosing their intimate connection. Also called a plant or a stooge online discussion media uses mock ‘satisfied consumers’ or artificial ‘innocent parties’ to express specific opinions in order to further the interests of particular organizational interests. Examples are commercial vendors like Coca Cola or special interest groups such as Zionist Israel. In academia, this is called opinion spamming. A Shill can also be used pejoratively to describe a critic who appears either all-too-eager to heap glowing praise upon mediocrity, or who acts as an apologist for glaring flaws.