Regarding "to the point where I have to check the author lines to see if it's not secretly one and the same person."
... it's possible that they are secretly one person and that this is a case of deliberate astroturfing.
Personally I would think it would be rather crude and ineffective astroturfing --- I think the better techniques involve inserting criticism which superficially seems "helpful" and constructive while providing snippets that can be taken out of context by the front line "analyst" flaks.