Can we talk about Shills, Influencers?

Are they as prevalent as some make it seem? Are there influencers in crowds at E3 cheering louder to make it seem like people care more than they do? Are shills on these forums going against negative opinions to try to sway the general public into thinking something is good for gaming when it really isn't, such as those who strongly agree that we shouldn't have cross-play?

Thank you for your time.