This isn't shadenfreude; it's a type of direct action against advertising and indirectly the type of hyper-capitalism that allowed advertising to become malignant.

When profit is the only metric that counts, the only way to send a message is to disrupt the flow of revenue.

> seems nothing but despicable

I'd suggest viewing it from the other side, but I suspect Upton Sinclair's caution may apply: "It is difficult to get a man to understand something, when his salary depends upon his not understanding it!"