An invasion is unwelcome. More accurately people are paying for the device and inviting the company into their home. As long as the guest does not break the trust of the host, they will be allowed to stay.
To me it's like someone with a camera attached to their shoe to look up ladies skirts. It's creepy and should be illegal. (Of course, they put in under the label: it's publicly available information... but anyone with privacy concerns will realise that it's not true)
Whenever you have a 'smart' device, there'll always be someone banging away looking for holes in it, especially with shodan.io.
To me, it seems to be the biggest perpetrator in enabling privacy loss.
Edit: typo.