Lovely post by Kathy Sierra. I really liked and agree with it ...
The post: You ARE a marketer. Deal with it.
Kathy was at Sun, is founder of JavaRanch, the world's largest online Java community, and one of the people responsible for starting the innovative and wicked cool Head Start series of books from O'Reilly.
The post ends thusly:
"Remember -- when people are passionate about something, and in a state of flow--and you have contributed to that by helping users/members learn and grow and kick ass--these are some of the happiest moments in their lives. Trying to promote more of that is something we should feel wonderful about, not guilty"
- Vasudev Ram