I really hate the idea of this technology, It's not so much the thoughts of my ISP knowing my browsing habits, it the fact they want to sell/pass this info onto a third party, seems like the very definition if invasion of privacy to me.
Anyway, I know E-petitions usually don't get anywhere, but there is a petition about this on the 10 downing street website if anyone would care to view and maybe sign it:
http://petitions.pm.gov.uk/ispphorm/