The problem that most people have with the article is the creepy tone ("I know which of you are fooling around and where") rather than an actual leak of information on individual users.
Whether they brag about it or not, whether they make active use of it or not -- they did invest their time & effort into this type of profiling. Was this altruistic goofing around, with no bad intent? I'd prefer to believe that, but there are no checks in place to ensure this. And I believe most of their customers would be enraged to be subject to such a profiling, even just for the goofing...