Earlier quoted context omitted.
Yes, running experiments on unknowning and unconsenting users is unethical, especially when the metrics being optimized for usually aren't in the users' best interests. The widespread acceptance for this behaviour could definitely be classified as brain damage.
I think this can be compared to McDonald's slightly altering the recipe of something for part of the country. I don't find that unethical at all, and frankly the things we put in our body are a lot more personal than which web browser we use.
This unlimited testing can easily be seeking to better maximize psychological exploits with no regulation.
So, yes, I'm happy to see someone putting in a bit of control.