[tbp]

Unfortunately, I think this is just the beginning, and we are going to see more and more of this happening in the future.

With people using more and more bandwidth, especially downloading streaming video from software such as the BBC's IPlayer, ISP's profits are being heavily cut into. The BBC have said they aren't going to contribute a penny towards the extra bandwidth, so ISP's are either going to put up their subscription prices, or try and monetize their traffic as much as possible using companies such as Barefruit.

Obviously ISP's face a lot of competition, so raising subscription costs is going to the be the second option, and instead they are going to be turning to advertising instead. Already people are complaining about Phorm and Barefruit, but I think theres going to be many more companies springing up, and having adverts changed and forced on the user is going be commonplace. I can't see the government complaining about it, as they aren't prepared to contribute to ISP's costs or upgrading the UK's decidedly ropey phone system architecture.