> How can one be a "shill" when not selling anything?
That a very narrow interpretation of the meaning of "shill." Here is a more comprehensive definition
> an accomplice of a hawker, gambler, or swindler who acts as an enthusiastic customer to entice or encourage others
> a person who pretends to give an impartial endorsement of something in which they themselves have an interest
https://en.oxforddictionaries.com/definition/us/shill
Also, when you get right down to it, just about everyone is selling something.
PLB
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