are called shills.
This is wrong. As is the use of the word "troll" in the summary/article. Trolls and shills are distinct, and the difference isn't whether they get paid. You can be a paid or unpaid troll and a paid or unpaid shill.
Trolls post messages written specifically to generate responses. The term derives from fishing where trolling means to drag something through the water to catch fish. Internet trolls post baiting comments trying to get people to respond to them. Flamebaiting is a subset of trolling, where the aim is to generate angry responses.
Shills post messages to talk up some product, service, etc., trying to make it look good and its competition look bad.
Both categories also assume that the writer likely doesn't fully agree with what he or she is writing. If two people write the same words but one believes them while the other doesn't, the former is not a troll or shill, but the latter may be.
Note that paid trolls are pretty common on the Internet, but they tend to write the articles (or, on