just noticed this in RNS8 Oct 2013 21:52
just noticed this, re time scales in the bit of RNS i posted below
" It is expected that over the coming months the Company will start its test campaigns"
notice the wording, "coming months" not weeks but months, before it starts its "test campaigns" read that as trials
so definitely do not appear to be anywhere near commercial deployment
so my reading of the RNS based on 6 years of following this company is they have tested the capture method of the ISP customers, no mention of the opt-out mechanism being tested or the advert serving tech or the decision making tech being tested,
in previous markets the opt-out option has caused them legal issues (in turkey even got them fined), they prefer optout as few people can be bothered to change a default
the decision making tech has been problematic, when they ran the trial with BT it was supposed to run real time, but introduced delays and broke things due to latency and capacity issues, they then went to an off-line model which removed part of their unique selling point
the ad serving tech also has landed them with question as they injected the adverts into the data stream on the fly, so altering the data transmitted by the web server which falls fouls of a lot of privacy legislation around the world (like DPA and PECR in EU), i think they have again had to change that to a link, but they also tamper with the contents of third party cookies to add the "random number / unique ID" to them without the third party consent
do some research many issues for them still to overcome, with the revelation of snooping by NSA (prism) people are becoming more aware of privacy and how tech is used to snoop