A common and very effective technique is have a person post a question and then an answer. Then to have a third post supporting the others, It probably is just one person using different handles. They almost always include a link in every post. We have had another version where a shill will put down criticism of a product or service.
Shills work the tables in Las Vegas to generate interest in a game. Another version is the good cop--bad- cop game. In any case, you will lose Guy