From the article, “Access to sensitive data is logged, and the company has automated systems designed to detect and prevent abuse”,but if that were the case surely they would have acted on this before it became public.
In reality they have no incentive to police this kind of behaviour until they are called out on it.
In truth, I would never spend time and effort looking into potential malfeasance myself, as I would be too focused on building out new features and ideas.
I don’t know if a natural incentive exists that would drive the behaviour it seems society expects.