What's happening is the service providers are realising that a lot of lucrative billion dollar businesses have been built by selling ads on top of their last-mile services, they might as well do the same. In India, the companies that are ISPs are also Cable Providers and Mobile Network Providers. They have been caught MiTMing Https to inject ads. They do it cause they want their share of the internet ad revenue cake.

What's strange is that Belgium, in the post-GDPR world, has businesses with regressive behaviour wrt user profiling. What gives?