It's also a way to front run ISPs in the data market. Then these vendors can sell the data on the data broker market and pocket the cash the ISPs are getting by

It's also a way to front run ISPs in the data market. Then these vendors can sell the data on the data broker market and pocket the cash the ISPs are getting by selling whatever browsing history data they can infer (from DNS and traffic). I suspect this is the corporate motivation. The increased state surveillance and control is a side effect.