Hard to believe, but apparently true. I don't think this is the best solution because it would limit a consumer to one label and to one ISP, but it definitely sounds like a step in the right direction. And, of course, you don't have to join that ISP if you don't want that deal. But if you do... what a deal it is.
Interesting idea... but I'm not sure what it's going to accomplish. As a surveying tool, it may be useful, but I can't help but think that they're doing it mostly to get their foot in the door to something more restrictive. And what happens when a user leaves the ISP?