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<http://en.wikipedia.org/wiki/Shill>

"A shill is an associate of a person selling a good or service, who
pretends no association and assumes the air of an enthusiastic
customer. The intention of the shill is, using crowd psychology, to
encourage other potential customers, unaware of the set-up, to purchase
said good or service".
Often shills are attractive women who hang out in casinos, pretending to
be gambling. They get chips for free to bet with. Men who are trying to
impress the shill bet and loose real money. In the rare event that the
shill wins she has to give back the chips that she won.
 

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