I drove across the Golden Gate Bridge a few months ago with no idea that this was going to happen - last time I was down there, they still had a normal tollbooth. I was in a borrowed car with Washington plates. If they'd had a normal toll booth I'd have paid, but with the system set up the way it was, I don't think they had any way to get revenue out of me.
I was also very confused the first time a drove across without the toll collectors. It felt like I was doing something wrong, and was going to end getting a ticket.
Do you know if the person you borrowed the car from got a bill? I'm curious if they are only able to bill California plates, or they have a national database of license plates.
At least the Port Mann Bridge in Vancouver, which uses the same license plate camera only style billing, has a database which they use to send a bill to your insurance.