When the bad actor in question in a military or government organization, one of the realities of the modern world is that they will use your code whether you like it or not. They aren’t going to stop because you use a license that prohibits them using it, if they deem it something that is useful enough. They’ll just ignore your complaints and hide any wrongdoing long enough for you to go away.
If you publish FOSS, you are relinquishing a lot of control of how that software is used. A license that says “don’t use this in bombs” only works if all parties are acting in good faith, and I don’t think we can rely on millitaries playing nice if there’s an advantage to be had.
I wonder what the reaction will be from the companies hiring Google’s advertising services. On the one hand, Google is clearly ensuring that they get as much money out of the deal as possible, but it also must lead to more people seeing the advertised brand, likely even encouraging it’s sales. The author suggests that this is a bad deal for companies working with Google, as well as Google’s users, but I can’t help but think that the companies purchasing ads from Google are coming out ahead on this one.