Indeed, I knew for a while too, but I let it go so long as all posts were made by humans.
But selling an API at $20/GB (bandwidth you pay $0 for) to flood message boards and scrape search engines from random people's IPs without their consent is horribly unethical in my opinion.
Edited to add: I also see it as a breach of trust in the original agreement, even if you were fully informed that by installing Hola you become an exit node. Originally you were an exit node for other humans, and this was reasonably "secure" due to the fact that Hola hadn't been reverse engineered yet. But when Hola released the first party flood/scrape API Luminati they changed the agreement after the fact, even if they didn't have to change the EULA to permit this.