I think that if the shooter intentionally touches any object ball in play, it is unsportsmanlike conduct. I think an appropriate penalty for this case is loss of game. They clearly don't want to play pool.
Some players try to use the following nasty little wrinkle: They have just missed the break and smashed the balls open. Their opponent will likely run out, since he needs 3 balls. The breaker grabs up the cue ball thinking it will be a 15-point foul and shoot an opening break shot. If I'm the tournament director, they'll get a big surprise.