BT, Virgin Media and Talk Talk all deserve slating for being associated with Phorm. At least Talk Talk have done the Walk Walk and disassociated itself from Phorm. BT and Virgin Media have issued statements saying they are still interested in behavioural advertising.
When the EU has finished its case you may still be interested in it. BTA may not go away. But you and other companies looking to “monetise the intelligence” will have to make damned sure you are in compliance with the law.