Sometimes I feel like if I do so I’m basically serving as an ad, and I don’t really care for that, especially if later I find that the business was scummy in some ways (which is often the case, especially later as it changes leadership/ownership).
If you do, how do you deal with it?
I feel less conflicted about talking up community-built things than business-built things, since the former can use the attention and typically lacks any sort of marketing or other means of promoting themselves. Businesses don’t need any more of either given they often literally have marketing divisions or can afford to hire marketing firms.