--- The Cable Act authorizes Comcast as a cable operator to disclose limited personally identifiable information to others, such as charities, marketing organizations, or other businesses, for cable or non-cable “mailing list” or other purposes. From time to time we may disclose your name and address for these purposes. However, you have the right to prohibit or limit this kind of disclosure by contacting us by telephone at 1-800-XFINITY or by sending us a written request as described below under “How do I contact Comcast?” Any “mailing list” and related disclosures that we may make are limited by the Cable Act to disclosures of subscriber names and addresses where the disclosures do not reveal, directly or indirectly, (i) the extent of any viewing or other use by the subscriber of a cable service or other service provided by us; or (ii) the nature of any transaction made by the subscriber over our cable system.

But consider that many major ISPs supported this unpopular change. Why didn't they fear backlash? Well, outside large cities, there isn't much competition among ISPs. And even when there is, there may be no privacy-friendly options.

Conversely, VPN services compete on privacy and speed. VPN services that pwn users will likely get called out in communities like /r/VPNs. And there are resources like https://thatoneprivacysite.net/ that rate VPN services.