I'd opt in....

If they paid me £20 per ad served to my router.

Unscrupolous bloody sharks.. and that's just BT, CPW and VM. As for malPHORMed, well the sooner they crawl back under the rock from which they've emerged the better. On second thoughts, they'd better crawl out from under the rock and stay in the open so everyone knows what they're up to with my (and your) web traffic.