Instead of cases of books moldering away in warehouses, your inventory consists of a single digital file, which anybookmakingmachine can use to crank out a paper book.

[…]others to make sporte wᵗʰ all of this last sorte were they whome they call Fresh-menn Punies of the first yeare, […]

And I suppose it wasn't you mucking about on that damp slab, breathing heavy and saying you would consider it an honor and a privilege to be lying with me under this sod in eternal bliss, surrounded by all these distinguished cheesers.

A shill is also called a stick, and the role of the shill or stick is to make the customer relax and feel at ease.