"It's not obvious to me that ISPs would bother" The issue is mainly that ISPs are also, by and large, the Cable Companies. Cable is dying. It's dying quickly.

"It's not obvious to me that ISPs would bother" The issue is mainly that ISPs are also, by and large, the Cable Companies. Cable is dying. It's dying quickly. Cable companies are seeing dwindling revenue streams from their cable packages and are going to be looking for ways to bolster their shareholder's profits despite the inevitable death of traditional cable programming schemes. How do they do that? They do it by selling anything and everything they can to advertisers, exactly like what they've been doing with cable. Coincidentally that's also exactly the reason that cable is dying.