Re: if I'm not being paid...
Uh, yeah, it says so right in TFA: "attorney Josh Robbins of libertarian law group Pacific Legal Foundation and representative for ATS".
PLF is running this one. ("Bankrolling" isn't quite accurate, as PLF apparently work pro bono.)
PLF is kind of a mixed bag; they've fought some cases that probably many here would agree with. I don't particularly care for the label "libertarian" — PLF was founded in the 1970s and they're a classical liberal organization, in the political-science (i.e. correct) sense of "liberal". In Palazzo, for example, they convinced SCOTUS to rule that you can sue under the Takings clause even if the law authorizing the "taking" in question was passed before you acquired the property; that basically means you don't have to know every single applicable law before you buy. I think that was a good decision and worth fighting for. They've also defended homeowners against "home equity theft", which is a blatant money grab by local tax authorities, in a number of states.
In this case my sympathies are with the FTC, but I wouldn't lump PLF in with the Heritage Foundation and that sort, either.