I trust ISP companies more than I trust VPN companies because ISP companies are in the USA and are much larger (so engage in less risky behavior), so they at least have to sell data in aggregate and scrub PII
That fact only supports their practice of selling user data. If we did not have such a barrier of entry for new ISPs, the market would be able to react to this abuse. But instead, large ISPs like AT&T, Verison, Comcast, Time Warner, etc. hold the market so tightly that they can get away with abusing their customers without a serious reaction.
Because ISPs have so much control over the market, the only viable response without regulation are VPNs. A VPN can sell privacy to a customer who feels abused by their ISP. Since privacy is essentially the foundation of the VPN provider's business, VPN providers compete to prove to customers they can protect their users' privacy.