WRT this snippet of the BBC story:

"Phorm's system works by "trawling" websites visited by users and then matches keywords from the content of the page to a profile. Users are then targeted with adverts that are more tailored to their interests on websites that have signed up to Phorm's technology"

Surely the websites themselves aren't going to be happy about this? If I spent a while on Play.com looking at Robbie Williams CDs and then as a result I start getting adverts from Amazon about Robbie Williams and I end up purchasing from there instead, then Play.com are surely not going to be happy about that?!