>But perhaps something getting close to human intelligence
this isn't getting close to human intelligence. They're using about as many cells as a fruit fly has (of course not actually functioning like an animal brain) processing signals to play Doom. The treatment of a single farm chicken is about a few magnitudes more worrying than this.
I'm sorry to tell you that you're made out of human cells and I don't think you got consent from each brain cell before firing up the old boomer shooters.
At 200k, this application is already more neurons than a fruit fly (130k), but still within the same order of magnitude. It's an interesting question of "how many" should be considered problematic from an ethics standpoint, and I don't think that line of questioning should be ignored. If any of this research turns out useful, you can be sure to see it scale up.