Please consider the state of scientific human subjects research before the institution of IRBs, and the problems that resulted: http://canonical.org/~kragen/costs-lives.html

I do not read the editorial you linked as saying, "You didn't do it according to protocol." The editorial, in fact, is explaining why PLoS Genetics thought the study was okay to publish, how the 23andMe study strictly complied with existing protocol and went above and beyond its requirements, and how the IRB system needs to be improved to deal with GWAS.