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I am also a longtime online marketer. Until today, I also simply thought that
Cambridge Analytica was simply practicing excellent (albeit distasteful)
online marketing. What's new with today's news:

1) If CA obtained user profiles without the users consent (remember: a
minority of users agreed to their data being used for academic-- not
commercial-- purposes), then this is, likely, illegal. Countries have data
privacy laws. EU's are stronger than most. The fact that this data was not
encrypted is also likely material. It is not simply a matter of violating FB's
guidelines.
2) If FB had knowledge that their policies had been violated and they did not
take sufficient measures to ensure that
a) The data was destroyed and
b) The affected users were notified
then Facebook can be proved negligent.
3) If the CA personnel assigned to the US campaigns were foreign nationals,
then this is a violation of the law (as per their own lawyer's counsel.)

There *are* laws -- actual laws, not private company policies-- around user
data and privacy -- how you obtain it, how you get the user's consent, and how
you store it. The information uncovered by the times and the observer seem to
show pretty clearly that multiple laws were broken. It's far far beyond savvy
online marketing.

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