Yes, if people are bringing up things related to PlayStation in unrelated threads in ways that mimic their PR/marketing then that is indeed shilling. Most of the time those people get dealt with in the same way that people who insist on doing the same for Xbox do.
People are free to state their opinions but the only way they can express themselves is by mimicing the tone and wording of a company's marketing material then it's highly suspicious. Either that or they lack the maturity to be able to think for themselves. If you want clarity on my overall stance then this is it:
It would be nicer if there could be less blatant platform sales pitches and more discussions about actual games here but it is what it is for now. I hope once the industry gets out of the mini-lull it's currently in then the discussions here will also improve.