The article's main argument is that the ISPs are selling something that doesn't belong to them, but to the consumer. I don't like the idea of my personal information being sold, but how could you state this as fact? Shouldn't it be up to the consumer to choose to do business with a company that sells your personal info vs a company that does not?
Ideally, yes. But there's a lack of competition in the ISP industry, due to either government-granted monopolies or plain old high fixed costs, which create a barrier to entry.
Though, the historically low interest rate environment should minimize this "barrier to entry" issue.
Are there notable startups in the ISP space?