There's a definite tension between the rule of not accusing other users of being shills and the reality that there are quite a few shills out there. I think it a still good rule, but not because it's never right. Rather, the rule is good because the false accusations do more harm than letting some shilling slip by.
You can just do marketing things that are perfectly aligned with the community.
That is a win win imho.
plug: If interested I went into how tailscale does it https://www.developermarkepear.com/blog/developer-marketing-...