Why don't they just drop it and be done with it.. nobody wants it.
Web users don't want their surfing habits snooped on, most don't even want adverts irrespective of how targeted they are.
Website owners don't want all their (copyrighted) data scraped to build someone else's profiling application.
Most marketing types, oddly enough (once you've explained it), don't want it because they don't want the data from their websites used to help build customer profiles that might be of use to competitors; if you don't use Phorm hosted adverts then you'll see no benefit from having your data scraped whereas your competitors might.
So who the hell DOES want it? As far as I can tell it's only "Free Web2.0 extravaganza" sites that have no revenue stream but advertising that want it - the same kind of plonkers that all went belly up when the web 1.0 bubble burst in 2000? For much the same reasons; over-hyped ad revenue expectations and underestimated costs.
Oh, and ISPs since they get a backhander.