BT tracking users surfing habits without telling them

I woke up to a story on the BBC Breakfast programme this morning about BT snooping on 16,000 users surfing habits to test out a new ad-serving format. Well done BT - your cack handed approach really helped the industry. What a bad PR day for them and for everyone else in online media who will possibly be tainted with the same brush.

Does anyone know what system they used? Was it Phorm - lots of videos on them here.

Would anyone else like this to happen to them without being asked? Online advertising treads a fine line of trust with the user and it must not be broken, especially by an ISP, and BT for goodness sake.

ok, morning rant over.