Google will be thrilled
This might get interesting, if it goes any further.
As much as I hate many ads, it's a fact that much of Internet content is paid for by adverts. This is huge challenge to the current business model of many online services. Free stuffs, no ads, cheap internet, have cake, eat cake.
All in all a stupid move by a pipe provider. The days of walled gardens are long gone, and this just smells like extortion: "Hey Google, nice advert. Shame if something were to happen to it.."