Jazzbo,
We have all "shilled" at one point or another. For example, back in early 2005, when the SL was just getting off the ground, a group of us stayed there and shilled for the place to help it become more popular, kind of what it has become. We were thankful to Bill and his staff, who treated us well, so we wanted to help spread the word. We often "shill" for places that go above and beyond, because it's rare.
But yes, some of the infamous shills mentioned have gone beyond what I'm talking about.
