Also, the thing is this is not really the loan shark situation.
People who go to loan shark know exactly what they're getting into--borrowing money.
People who signed up for unroll.me signed up because they got sick of all the the spammers and wanted to get away from all that easily.
Most people including me, thought they would somehow monetize with ads or something like that, but never thought they would sell our info to 3rd parties like this. So No, it wasn't at all obvious what to expect.