Have you heard about Phorm and Virgin media's, BT & Talk Talk's plans for implementing this technology?
Google Phorm and then tell me if your anti spyware, adware programs will be worth running. I'm as mad as hell thinking your ISP will log your surfing activities, profile your interests and sell the information to Phorm so they may 'target their ads'
Seriously, Please look up Phorm (there are a few sites pop up on google - for a balanced view) and tell me if I'm paranoid. I've signed the petition,
http://petitions.pm.gov.uk/ispphorm/ Hope you do too.