What's illegitimate is that "attempting to ban programmatic access" is on the table as a legal redress.
The only way, from a technical moral standpoint, I could see that being remotely reasonable is if there was 1:1 feature and access parity with an API, then being able to legally force agents to use the API.
But critically that's 1:1 feature - if a user can do it, the API offers a method to do it.
And 1:1 access - if an unauthenticated user can do it, then no mandating an account is required for API use. And if any user can do it, then any user will be approved for an API key.
Otherwise, it's just ceding more power to companies.