Increasingly, privacy not pipes are the front line in the battle for broadband Britain. Put simply, we expect most of our online entertainment and information free. The music industry has discovered this to its cost, as illegal downloads proliferate. If content is to be delivered free, but with revenue to intellectual property owners, it must be supported by advertisements. Advertisers will do this only in exchange for knowledge of who is receiving their promotional message and when.
Peter Bazalgette in the FT.