(1) When it's free, you're probably not the customer - you're the product. Hard lesson for most people. Pay a little and be the customer.

(2) Every single user was asked for permission to access the information, and they all gave their approval. Give your consent to (1b) because of (1a), and (2) isn't an option.

The article outlines how the company asymetrically broke its own terms of service. So there was no consent under (1). I don't disagree withou you that its better to pay and avoid giving consent in the firstplace, but even then what would be the difference? That's the deeper issue...