Sir Tim Berners-Lee has publicly stated that he would change his ISP if it started employing systems, like Phorm, which could track his activity on the internet. He said:
“I myself feel that it is very important that my ISP supplies internet to my house like the water company supplies water to my house. It supplies connectivity with no strings attached. My ISP doesn’t control which websites I go to, it doesn’t monitor which websites I go to.”
There's proactivity in spreading the word as is evident from this thread.