I don't disagree, but that's a subject for the Ethics of Technology board. Within the scope of the Console fora, the moral compass is effectively consumers want everything free and businesses want as much money as they can get, and 'fairness' doesn't much enter into it. So we can complain about our personal objections, sure, but have to appreciate that the deciding factor won't ever be what anyone feels about, and only ever how customers respond. If customers are unhappy and it leads to dropped sales - bad call. If customers are unhappy but it leads to increased revenue - woohoo, quids in!
Again, I would caution that this holds if you tick off a few thousand here or there.
Scale it up to enough people and across enough jurisdictions, and the rules change.
Let one of the console makers build a service, advertise it internationally, and use it as a hub to the living room with financial and communications links, then think it can shrug off providing meaningful service like tens of millions of paying service customers are as important as last year's Madden. I'm interested in seeing what happens.