Can we cut back on these spurious accusations? Major Nelson isn't a shill for fucks sake. He's a self labeled employee of Microsoft's Xbox division who does Public Relations on the side.
A shill is someone who pretends to be independent but is actually working surreptitiously as an agent of an organization to change opinion or otherwise manipulate the general public for said specific organization.
He's a shill. Just not a shill by the old definition. Call him a neo-shill if it makes you feel better.
It's the very idea that you brought up, that Major Nelson is doing PR "on the side" -- this "unofficial" shtick that he has crafted over the years that defines him as a shill.
He's a PR mouthpiece, straight-up. But the fact that he tries to make it seem like he's just a guy doing this "on the side" is what makes him a shill, because it's an obfuscation of his real role. He's the most public and well-known community mouthpiece in gaming now.
It's a brilliantly-crafted persona. In the beginning it was effective because it made Xbox fans feel like they had an "inside" connection with the team.
But now it's something else. Simply look at how Xbox fans treat one of his tweets:
I notice that an unsubstantiated Gaf rumor (with as many "insiders" denying it as confirming it), followed by a formal retort from a Microsoft representative who would see a backlash if he openly lied about something, still has people insisting that its true.
At this point, this seems pretty official.
So an official confirmation that a rumour is rubbish is only accepted if its from your favoured brand? Have I got the gist of how it works?
There's many, many more examples in the other thread. This clearly isn't a guy doing PR "on the side" anymore. The fact that he still claims that, and you and other Xbox fans still propagate the myth that he's "just a guy doing this on the side" while he's clearly not, is what makes him a shill. A shill is simply anyone who hides the true nature of their agency. And clearly, the Major matches that definition.