"I'm no great expert on this type of tech Tim, but as I understand things it would be impossible for Google to implement the sort of system you suggest- It could only be done with the collusion of your ISP."
Indeed - I perhaps should have chosen my words more carefully. The fact of the matter is that companies like Google will exploit - sorry "pimp" - your data in a far more intrusive manner than Phorm ever suggested, albeit in exchange for compelling applications.
Due to the ongoing broadband price-war in the UK most small ISPs can't make money. Particularly when our spineless advertising regulations allow everyone to offer the same, meaningless "upto xx Mbps" to describe their access. Had Phorm taken off then it could possibly have made the difference between profit for some ISPs and slowed down the relentless round of consolidation which is going on in the industry.
When the only UK ISPs left are BT, Carphone, Sky and Virgin is anybody genuinely naive enough to believe that they won't collectively attempt to implement a Phorm-type technology?