This is in no way comparable to using a companies API.
And like blog posts written by people on various subjects, one might click the links, find something of value from accessing the link and decide to access it in an automated fashion without caring (Oh, it has api in the url! * doesn't think twice about it *) to bother to look for anything else because as far as they are concerned, they're getting what they need right there. Now if they run into rate limits and get blocked for x amount of time, its tough luck. But if one doesn't run into rate limits, and continue to uses such a link, should they expect the 2 am wake up call or expect to get kicked out of their home or face significant hardships in life because of it?
[0] http://maps.googleapis.com/maps/api/geocode/json?sensor=fals...
Now If it is 'malicious' enough for google to recognize the access, and trace down the source to get the DOJ to throw the book at the person/company, that is a different story that we have seen before…
Playing dumb isn't an excuse; But if one were to juxtapose the consequences of ignoring google's wishes and not paying ones mortgage, that would seem ridiculous.
And is accessing a url is a legally binding contract now, especially when nothing is signed or acknowledged by one or both parties when the url is accessed?