There aren't any indications that Google would punish the site operators, although it recently started blocking deceptive sites that use fake system alerts and similar tactics to deceive users.

Don't count on this reaching the finished version of Chrome, either. Developers plan to temporarily hide the feature behind a flag to avoid unexpected behavior, and there's no certainty this will graduate to stable versions of Chrome. It's easy to see Google going this route, mind you. Google has been taking more and more steps to fight bad behavior on the web, and back button hijacking is one of the more egregious offenses.