[Sirius]

Well they have answerd the question in a round about way.

Ok, so if I'm opted out, data passes straight between me and the website I'm visiting? It doesn't enter Phorm's systems at all?

MB: What happens is that the data is still mirrored to the profiler but the data digest is never made and the rest of the chain never occurs. It ought to be said that the profiler is operated by the ISP, not us.

So Virgin Media will still have the data to do with as they wish. So the OPT OUT is in fact a red herring and a blatant LIE

The decision as to OPT IN OPT OUT has been made also.

It'll be automatically switched on then?

KE: The conversation over opt-in/opt-out is blurred by the one about transparency. They want to always be aware about whether something is on or off.

So we're going to do something unprecedented, and you'll never see this anywhere. Which is, as they continue to browse periodically you're going to see in an ad space "Webwise is on" or "Webwise is off", so it's more like a feature. Frankly, it's bad business to have people feel like something is being forced on them. Google stores everything you search, but it never says, "look, by the way we're storing all this and we keep it for a year".

This is not about a bunch of flim-flam artists trying to push something on the public. We couldn't do that. It would be stillborn if we even tried. We're very happy to talk about how everything works and what it means.

So to cut out the spin. Yes its on and we will tell you its on. ?