Elsevier is willing to play this game of chicken; they are convinced that their customers (i.e., research universities) cannot do without their product. Hence the OP reporting that twice, they instantly and without warning cut off all access to their product to the entire university, because of detected scraping.
Telling people what software they can use to read text doesn't scale.
Unfortunately, I think it does. If individual users, even a large number of them, use a plug-in, they might get away with it-- but this would result in an incomplete data set. To systematically textmine the corpus (which is the task at hand) requires some kind of systematic access to the data, and this is where Elsevier steps in and shuts it down.