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From a commente's perspective it makes people feel embarrassed and angry when they realize they've been talking to no one. This will make them hate your website/forum/team much more than if you banned them openly.
Shadow bans are predicated on the naive belief that people are too stupid to notice that no one is seeing and responding to their comments. Most of the time they don't work, and even make things worse because you've gone and made people angrier.
