There have been marketing plants on MN since forever.
Most noticeably the last few years Saltwater, Hush, MintVelvet, The Ordinary, Me&Em. (I mean, seriously, does anyone really believe that a whole group of people buy so many clothes from one brand that they have long running "omg look at those gorgeous synthetic fibres in the new range" threads?
Boden owe HQ a fair bit in commission from their plants from about 10-15 years ago.
The only two of those brands I don't like are Saltwater and The Ordinary.
I'm quite happy to have discovered the others through their marketing dept's efforts on social media.
I've been on MN since 2003 and hang out on S&B a lot. If you search for brands namechecks, it becomes fairly clear when the people employed to publicise the name got busy. Nothing wrong with it, it's the way companies without massive advertising budgets get their names into general circulation. But to pretend it doesn't happen is naive.
Check out the "has anyone bought anything from " and then the replies of "I have bought things from there for ages, it's my favourite brand" answers.