They can be real newbies with issues and need support, but they can be hired by competitor casinos for doing attacks ugly.
Is there any case where the account is clearly a shill created to tarnish some casino's reputation? How many of them happened in this forum? I never seen one where I can confidently say the account is targeting one or two casinos with solid proof. While it's not that hard to see it happen, I doubt smear attacks on this forum work that well honestly.