One of the more bizarre features of the Phorm business model has always been the question of why businesses would allow their webpages to be scanned by Phorm's deep packet inspection system. My understanding of Phorm's system is that individual web users' browsing habits are monitored by kit installed within the ISP's infrstructure, and that key words are extracted from visited web pages and used to target advertisements to the user.
What's always surprised me is that companies weren't flocking to request their exclusion from this system: after all if web users are looking through my product line, why would I want them to be offered adverts from my competitors?