This could be bad. I'm not terribly concerned if Comcast discovers my secret passion for muscle cars and I get more ads for car customizing kits. It might be annoying, but I'm not doing anything I really want to hide. Where the problem could occur is if ISPs start inserting their own ads in place of ads by, say, ZDNet. That could cut off the revenue that keeps websites alive, and that could have very serious repercussions.
VPN technology was developed to allow remote users and branch offices to securely access corporate applications and other resources. To ensure security, data would travel through secure tunnels and VPN users would use authentication methods – including passwords, tokens and other unique identification methods – to gain access to the VPN. In addition, Internet users may secure their transactions with a VPN, to circumvent geo-restrictions and censorship, or to connect to proxy servers to protect personal identity and location to stay anonymous on the Internet. However, some Internet sites block access to known VPN technology to prevent the circumvention of their geo-restrictions, and many VPN providers have been developing strategies to get around these roadblocks.
That attitude to the safety and privacy of personal data creates an enormous online security risk. Public Wi-Fi networks, which are ubiquitous and convenient, are unfortunately also highly convenient for attackers looking to compromise your personal information. How do you know, for example, that "starbucks_wifi_real" is actually the Wi-Fi network for the coffee shop? Anyone could have created that network, and they may have done so in order to lure victims into disclosing personal information over it. In fact, a popular security researcher prank is to create a network with the same name as a free, popular service and see how many devices will automatically connect because it appears safe.