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Baalzamon said:
Isn't our data already utilized? I thought that is how we got targeted ads. How is this different than that?

It's used through cookies : when you use a website, they register your habit to use it as feedback and on big websites, to commercial ends. Except every company has its own database, even if big companies can buy other's databases (it's illegal to sell personal data in a lot of countries, so it's mostly anonymous).

The difference here is full access : ISPs see everything, only going to websites that respect your privacy won't change anything.