Funny, I too have ran across the army of yes-men with the over-the-top ridiculously cheerleading for JJ's trek on other trek sites (like trekmovie.com). It is why I started this Star Trek post on this star wars site in the first place.

I know from working in the ad world in my 20's that website shills are real. These secret shills are pay by companies to do the over-the-top cheerleading posting on web sites for the companies. Some Hostels, Restaurants and so on use these secret shills.

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From www.aintitcool.com TalkBack:
How much is JJ paying the TalkBack marketeers?
by gruntybear Mar 15th, 2009
11:14:03 PM
I mean, seriously. Every time there's another "Dawson's Trek" non-story on the site, we get an army of yes-men practically ejaculating about how fricken' a-maaaa-zing this Trek-in-name-only abomination will be. How much does being a viral TalkBack marketeer pay? From the ridiculously over-the-top cheerleading that seems to accompany every Trek story, I would guess it's a fairly lucrative profession.

http://www.aintitcool.com/talkback_display/40444#comment_2559189