It's not so much that I don't want tailored advertising
More that advertising in general is becoming more intrusive.
Take, for instance, advertising breaks in television programs, where the volume is often several decibels higher than that of the program they interrupt.
Advertising has been shown to affect the behaviour of the consumer, which is why there is an advertising industry in the first place, but that effect is to the advertiser's advantage, and not necessarily the consumer's.
Personally, I don't want products shoved down my throat; if I've not bought something, it's probably because I neither need nor want it. If I decide I do want to by a certain type of product, I will do the research and buy the one that does the job best, or cheapest, or best fits whatever criteria I decide to set. It is not up to some dickhead in a marketing department somewhere with a nose-full of bolivian marching powder to decide what is best for me and then shout it loudly at me at every opportunity.
Anyway, it's not necessarily the 'tailored advertising' aspect of Phorm that was the problem, since I would almost surely be blocking all of their efforts in the first place. It was the more sinister collection of 'anonymised' information about my internet habits, which would, no doubt find their way into a database somewhere where they would end up being cross-referenced and 'de-anonymised'. No thank you very much.