been doing that for a long time.
If you saw a thread about Val-11-halla when the game was coming out there was a 100% chance it was made by a member of the dev team. They spamed the ever living shit out of their own game on /v/ for weeks and 4chan still ate it up, because honestly, they always do. 4chan is aware that shills and astroturf exists, but posters are still naive enought to think only the posts they disagree with or don't like are made by shills, everything they agree with must be spontaneous.