David Pogue in the New York Times (via One Good Move):
RULES FOR TROLLS AND PILLS…
1. Use the strongest language possible. Calling names is always effective, and four-letter words show that you mean business.
2. Having a violent opinion of something doesn’t require you to actually try it yourself. After all, plenty of people heatedly object to books they haven’t read or movies they haven’t seen. Heck, you can imagine perfectly well if something is any good.
3. If it’s a positive review that you didn’t like, call the reviewer a “fanboy.” Do not entertain the notion that the product, service, show, movie, book or restaurant might, in fact, be good. Instead, assume that the reviewer has received payment from the reviewee. Work in the word “shill” if possible.
More here.