I know none of you asked for this...
Feel free to assume it's TLDR and just zip on by...
This topic can be about more than one thing because "Shills" are more than one thing.
Calling out a notional "shill" is not just a warning to others, or a jab at someone who buys into their shtick.
It is also an "intent" by definition.
Shilling for a cause or objective is - reasonably - an offensive practice in the middle of a genuine discussion of a topic simply because it is not "about the topic" but being
told "what you
will think about this according to the speakers doctrine."
I could get paid to sit here and finagle every conversation into a tiny sphere of relevance... al a "your are a [fill in the blank]." Count the number of times, get paid. The repetition objectives are loosely propagandist... (assuming the audience is utterly ignorant.)
I could get paid to constantly "remind" people that "such and such is so and so." Just to maintain the presence of whatever "such and such" or "so and so" are. Monopolizing thematic tones in dialogue allows for the deployment of 'new' or 'focus-worthy' elements of the propaganda. It also allows for the propagandists to 'pull the rug out' from any subsequent antipathy to the message.f
I might contrive some sucker to pay me to go to a target web-site or community to forge "bad press" regarding anything imaginable...
In fact, anyone might find nearly any way to characterize someone as a shill.
BUT
It takes really large numbers to have any value in a world who is in love with 'statistical metrics.'
Enter the ultimate 'component'... bots... amplifying the "owners" intent and assault on the world around them...
Still... that's a lot to buy into for me personally.
It's hard to imagine I am going to single out a member of the same community I "live" in, and "brand" them a shill.
The only thing more offensive would being called a bot

, or "AI."

.
Personally, I find name-calling a manner of surrender... often very much like foul language...
it is used when the the only thing to attack is personally focused...
I don't think it is possible to accuse a poster of being a shill and mean that in a 'good sense.'
Thus the claim of "shill" is an attack... and not part of any civil discourse...
as if intentionally choosing to keep it from being 'civil.'
Ironic...
Shills, activist, zealots... they all have the distinction of 'self-identifying.'
When they tip their hats, the cards just can't help from falling out... revealing their intent.