At some point can we agree that if we don't pay anything for something and we experience something fun, it's ok for the company to get something for investing millions of dollars in creating the experience for us in return?
If you weren't aware until now and were having fun is this outcome so bad? Did you have a work contract with this company to provide labor for wages and they didn't pay you? if not, then I don't think you can be upset that they are possibly profiting from your "labor".
Every time we visit a site that is free, which means 99.9% of all websites, that website bore a cost for our visit. Sometimes they show us ads which sometimes offsets the cost of creating the content and hosting it.
I am personally very glad with this arrangement. If a site is too ad filled, I just leave immediately.
With a game that is free and fun, I would be happy that I didn't have to pay anything and that the creator figured out a way for both parties to get something out of the deal. Isn't that a win-win situation?
Also, calling your experience "labor" when you were presumably having fun (if you weren't then why were you playing without expectation for payment in return?) is disingenuous.
At some point we need to be realistic about the world in which we live. Companies provide things for free or for money. If they provide something for "free", then we can't really expect to be compensated for our "labor" playing the game and that yes, the company is probably trying to figure out how to recoup their investment.