IMO, posting news articles here from a news site that you're affiliated with, work for, or own, is on the borderline of shilling at least. Personally I don't have a problem with what Coinshots is doing, because I get most of my crypto news from bitcointalk ...
As I said before, the fact that bothers me is not participating in the discussion afterwards, in the slim chance that the article's topic generates one.
If they would be active, reply, share some additional input, some personal oppinions ... act like on a forum I would not mind at all. Let them shill all day long ! I'll even promise to merit them once in a while
Would be harder for those who own the website. They would not have much more insight ... because it's all in the article ! IDK man... not really a YES or NO question here...