The business side of this is that never summer is probably paying vertical sports for that board.
Next they create a team to live in that board and generate content.
This is basically an old-school version of social marketing.
You see this all the time in the auto-forums.
If that is the case, I hope NS is paying VS for that level of exposure. If not, I'm going to recruit a Team for my business and assemble them here!
And if that is true, then call it what it is: Advertising.
Which is FINE. If it's marketing using an unbiased test team, design team, whatever it's fine. But call it what it is then if it's not what it appears to be.
I have to say the hostility in responses is NOT helping their cause imo.