Is this for real? Why on Earth would ISPs put so much money and effort into doing something like this, when there's zero benefit for them? (Besides, perhaps,

Is this for real? Why on Earth would ISPs put so much money and effort into doing something like this, when there's zero benefit for them? (Besides, perhaps, not getting sued by the RIAA... but then again I doubt companies like AT&T would be too worried about that.) 20 years from now we'll look wistfully back on the days of online anonymity and innovation and shake our heads at the fact that a few jerks who make movies and music systematically crushed one of man's greatest achievements.