To be fair, the proper technique in figure skating does include pre-rotation on the ice. It was a really hard thing for me to learn when I started skating after having been so strict about not pre-rotating anything in gymnastics. Anything up to just under a half rotation on ice in takeoff can be considered correct, and anything under a quarter rotation shy on landing is accepted as well. This means up to just under 3/4 of a rotation is technically fine on ice for some jumps. Loop jumps tend to have a longer pre-rotation to get the spring, in toe loops you almost have to draw your foot through to get the proper technique and it's more like 1/3 a rotation pre-turned. It varies by jump.
To pre-rotate more than 1/2 rotation makes the jump sort of weird, though, and I will say I've seen some odd technique from some camps. Eteri's skaters don't necessarily do this, but they do "whip" their jumps around a lot. It's no wonder that Medvedeva now says she can't turn her back in one direction after all of that for years.