It's a bit ridiculous (from the article) "meaning that any new TalkTalk users who require access to such content will first have to "opt-in" through a highly embarrassing call to customer services."

It's hardly "highly embarrassing" to ask them to remove a filter.

If they do go that route though, and as the article claims, ask you to opt-out once a year, then they'll simply lose customers to ISPs that don't hassle their customers.

I completely disagree. Many people would be very embarrassed phoning up to have an adult content filter removed. You can argue that they shouldn't be, but that's a different thing altogether.