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.
I suspect there may already be openai shills around here. While not using chatgpt for spam they may still be promoting it like mad. Notice there are few alternatives shared and open source models are much less frequently mentioned.