So they had time for this but still haven't rolled out HTTPS?
Genuine question here.
https://superuser.com/questions/563851/how-isp-sees-the-http...
But, yes, since ISPs may be getting into the business of analyzing and selling our browsing habits, https limits the amount of information that they see such as what particular page is viewed on a site. Certainly, that doesn't stop other ways to track, but it's a reasonable one.
Would you want someone between you and the site modifying it's contents in transit?
https://en.wikipedia.org/wiki/Tailored_Access_Operations#QUA...
As for https, it's coming soon ;)
Random aside: why is your username green?