But the ISP does not follow me from device to device, doesn't (for home providers, anyway) correlate me with location info, and generally knows far less about m

But the ISP does not follow me from device to device, doesn't (for home providers, anyway) correlate me with location info, and generally knows far less about me. I'd rather Comcast didn't touch my data, but no, in the end I would trust them with it far more than I would trust Google or Facebook.