ISPs can't be blindly trusted. I switched ISPs lately because my previous one started offering personalised TV-ads. This is a very scary topic and in Belgium it has already lead to some fishy things:
https://www.nieuwsblad.be/cnt/dmf20160913_02466535
Nice quote with regards to personalised tv-ads:
"Er komt ook een nog verdergaande versie waarbij ook het surfgedrag zal leiden tot gerichte tv-reclame. Daarbij wordt gemonitord naar welk type websites er in een gezin vaak wordt gesurfd, om zo interessepatronen te ontwaren die lucratief kunnen zijn voor adverteerders."
"There will be a far-reaching version in which browsing behaviour will also lead to personalised tv-ads. The websites visisted by families will be analysed in order to discover interest patterns that could be lucerative for advertisers."
Add this to the many cases where ISPs have fought for being allowed to use deep packet inspection to monitor what we do and you start to see that ISPs in fact think they have a right to collect and sell our data. Am I not already paying for internet and TV?