Re: @Alexander Hanff 1 @Charles 9
Perhaps I should have phrased things more carefully. What I was intending to refer to was the part of the process that involves the transit of communications on systems outside the local network being used by the end user.
Such 'clueless users' would presumably be content to simply use the router provided by the ISP.
There is nothing to stop the ISP from setting up their equipment to stop adverts at the router level, and any information generated by the blocking need never leave the router or be sent back to the ISP (nor would there be any need for the ISP to either intercept or analyse traffic passing through their network).
In any case it might be worth noting this:
From the blog entry:
Our objective in working with Shine is not to eliminate mobile advertising, which is often interesting and beneficial to our customers, but to give customers more control, choice and greater transparency over what they receive.
To me personally that sounds very similar to the sorts of things Facebook have been coming out with recently.
Shine seems to be another type of Phorm, just dressed up differently.