At the end of the day Bitcoin is a payment system not a cloud storage. So whether they use the witness exploit to inject arbitrary data to the chain or OP_RETURN, it can be categorized as abuse and when it is done on a large scale we can call it spam.
Beg your pardon, when was the last time you used BTC and paid something with it?
BTC is slow and expensive.
It is time to moderate the Whitepaper. Bitcoin is not a payment vehicle any more.