How many posts - and over what length of time - does it take for one to qualify as a "shill". I would imagine that the percentage of total posts dedicated to pumping the product would effect the equation as well.
For Example, here we have a new guy - "skikayaker". Most likely a genuinely good dude. BUT, he comes onto the BF here recently and pumps the heck out of his new Motobecane. His initial thread was deleted by the mods, but he hasn't been deterred, observe the following posts...you decide, "shill" or "no shill":
Chin Haur strikes again with injuries
The Best Road Bikes for "true" first time road bike owners thread
looking for first road bike
New & Improved : The Under $750 Roadbike Thread
What road bike do you have?