Adam Swart of Crowds On Demand joins Shad to discuss the little-known business of hiring crowds to hype up a political or commercial event. How does this slick marketing technique affect our perceptions of what's popular?

Swart says hired crowds are meant to drum up enthusiasm, not controversy — but the latter followed revelations that Republican candidate Donald Trump has been hiring extras for his political rallies.

In response to ethical questions raised by the PR technique, Swart positions his business as simply part of the "complicated" political process.

His company aims to offer something he sees as "absolutely critical": having the right crowd, in the right place, at the right time.

q: What do you make of Swart's service? Is it just another tactic in the pageantry of politics, or is it inherently wrong?