Well, when they write "Like all start-ups Elite Daily is a mix of hustle, fibbing (or outright lying), and mismanagement. We’ve seen each of the best startups exhibit these traits." they are being a very poor shill and some might question the journalism given that belief.

Given the working definitions of "shill" and the cannons of "journalistic integrity" (namely objectivity) are at literal odds... I would say no; you cannot be both.