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Note that he could be living in a jurisdiction where the law provides better protection for electronic communications (email being one of them), thus preventing his ISP from reading/analyzing/reselling his emails.

Which jurisdiction would you trust in this matter?

For all the problems we've manage to create, I'll trust Norwegian provider Telenor much more than I do Google. If only because they share my jurisdiction (Norway) -- where I have rights. I have no rights in the US -- at least when I'm not physically there.

>>Why do you trust your ISP more than Google?

Presumably because the ISP doesn't generate the vast majority of its revenue from targeted ads based on information it collects from them.

Theoretically the ISP is being paid for providing the service, while Google ... well...

The implicit suggestion that one stops "being the product"[0] if one is paying for the service has no roots in reality.

[0] This oversimplification has to die.