It's got to be made public.
Unfortunately nothing will happen unless the majority of the customers of these ISP hear about it.
By far and away the majority of people affected will have no idea what it is all about and will be taken in by the idea of safer browsing.
You have to realise that most of BT/Virgin/Talk Talk's customers are not technically competent and have no idea that the so called benefit can be had for free without the drawback of being spied upon.
The only way something will happen is if this gets to be featured on mainstream TV i.e.BBC/ITN News. I have just contacted the BBC News website asking why they have not covered the story - I suggest you all do the same. If enough pressure is applied hopefully they will sit up and take notice. Another thing to do is to contact your local MP with the story.
This has to be made public before the 10,000 user trial starts for there to be any chance of a user backlash.