What to do about a SHILL!

What do you do when you know a provider's pics are at best a airbrushed illusion or worse.. downright deception.  What do you do when 8 of their last 10 reviews have been written with new ID's that have NO history?

Do you call SHILL?   Or do you just let this active board poster continue with the deception and falsehoods.

A QUANDRY to be sure.

Shills on the Internet (WIKIPEDIA)

In online discussion media, satisfied consumers or "innocent" parties may express specific opinions in order to further the interests of an organization in which they have an interest, such as a commercial vendor or special-interest group.  For example, an employee of a company that produces a specific product may praise the product anonymously in a discussion forum or group in order to generate interest in that product, service or group. In addition, some shills use sock puppetry where they sign on as one user soliciting recommendations for a specific product or service. They then sign on as a different user pretending to be a satisfied customer of a specific company.