Another wrinkle on the wumaodang phenomenon. Instead of the Chinese state hiring people to post favourable comments about government policy, you have shuijun, the “water army” paid by private companies to delete unfavourable comments about themselves and their products and services.
Related shakedowns include commercial websites spamming negative comments about companies in order to pressurize them into advertising on their site, and companies suing websites carrying genuine complaints on the grounds that they are faked, but basically to get them to censor themselves.
That last scam’s outsourced to people like Schillings here, but it really is the Randian internet back behind the Great Firewall. More commentary over at China/divide.