The post is perfectly reasonable, not in the least baffling.
The most commonly stated point is that the charge levied by an organisation using a revenue sharing number is generally not advised. Because it is collected through a third party, who may add to or subtract from it, there is no clear visibility whatsoever. That is deemed by many to be unethical.
[I share this view.]
The point raised by the OP however relates not to the ethical status of the misuser of a revenue sharing number, but that of those who seek to publish alternative numbers so that those who are willing and able to access this site may avoid paying the premium, whilst others incur it.
[I see the database and the campaigning element of this site to be quite different, and sometimes at odds]
I would seriously question two positions. Firstly, that it is ethical to measure one's own ethical standards by reference to one's perception of the ethical standards of those whom one opposes; I say that it is not. Secondly, I have a severe problem with the idea that those who are stupid enough to participate in any form of lottery or to seek sexual gratification by telephone are somehow less worthy of concern than those who are intelligent and eloquent enough to complain about any injustice which they feel they may have suffered; if anything, I would tilt the balance of my concern in the opposite direction. The power that is held by the self-righteous complainer is one of the unhappy effects of our consumer society, not least by the way in which organisations are forced to adapt to accommodate it.
Where an alternative number offered is a direct alternative, giving precisely the same access, the only ethical issue is the additional cost burden that this places on other customers and users of the service.
[This would be an issue for those who have a very (perhaps over-)strong sense of social equity. Mine is very strong, but does not pass that point.]
In many cases the published alternatives provide an alternative route to the desired service, or to an alternative service. This raises ethical issues in respect of the caller and the organisation called. Some callers take great joy in putting themselves and others to considerable trouble in order to score a victory that is worth far more to them than the money that is saved (if any). Those who fail to recognise that some numbers are not fully accepted alternatives may suffer. Those who answer calls to ill-chosen alternatives may be subjected to unwarranted abuse by callers who attempt to redefine their job function and responsibilities or attempt to hold them personally responsible for all manner of ills practiced by their employer or commissioning organisation. It is arguable as to whether the web site encourages or sanctions such behaviour.
[I see those who demand that someone answering an inappropriate alternative number deals with their call as abusing that person, the organisation and the saynoto0870 database.]
A common ethical defence for the publication of alternative numbers is the suggestion that if enough people use the alternatives then the revenue sharing number will inevitably be taken out of use and that the loss of subsidy will inflict deserved punishment on those responsible for the misuse. I have yet to be convinced that these arguments are more than the familiar consumerist fallacy. The theory sounds great. I am however not aware of a single example of aggregated "consumer pressure" causing a revenue sharing number to be removed in favour of a published alternative. I would also think it unlikely that a tiny proportionate increase in the unit cost of handling some incoming telephone calls would have any significant bearing on the remuneration of the person responsible for the decision to use a revenue sharing number.
[Many “consumer” campaigns against those seen to be acting badly, notably boycotts, make the participants feel good but do not actually have any real effect. There are exceptions, so I am keen to know where use of alternative numbers has ever been seen to have forced a change in policy.]
We have addressed the question of how far an organisation can truly possess a "moral personality", beyond the subjective perception of those who deal with it, and the extent to which this can be determined by the use of revenue sharing telephone numbers, elsewhere in this forum.
[I address this point again below]
(Points added after initial posting are all shown in blue)