By shilling, we don't want you to understand a scam or something bad. We associate shilling with advertising. For us it means the same.
You do research about the projects that you're promoting but you missed the essence and the true meaning of shill marketing
Someone who works for a business but pretends not to in order to seem like a reliable source is a shill. Shill marketing is the act of using a shill to try and convince the public that a product is worth buying. Sometimes illegal, this practice is usually considered dishonest. If customers find out that they have been targeted with shill marketing, they often feel cheated.
https://www.smartcapitalmind.com/what-is-shill-marketing.htm?expand_article=1Investors will feel cheated if they find out that they invest on projects that uses shill marketing, shill marketing involves manipulation to entice investors to invest on projects, yes shilling is also a form of advertising but its a deceptive form of marketing and the community shuns projects that uses shill marketing.
We have seen this on many projects that turn out to be scam, only dubious projects will hire the service of shills to market their platform.