The amusing thing about this is that MITM can also be used to one's personal benefit -- I run a local filtering proxy that strips off most of the crap on the majority of sites, and I've had to do a bit of hex editing to be able to do that without the browser complaining.

Look at it another way: With browsers becoming more and more unconfigurable and nearing the point of being user-hostile, it is any wonder that the content providers would want their content, whether or not the user likes it, to be delivered unchanged and forced upon the user? All the Snowden stuff has made us feel that way, but what I'm saying is that the one who is doing the MITM isn't always malicious.