Not a new thing at all.
I had this with a former ISP probably about 8 years ago. That's why I avoid using ISP-provided kit if I can. Basically I called up because my sync speed was slow, and the person I spoke to didn't understand the problem. To them "internet slow" just meant "wifi slow", and so they asked how many devices were connected. I refused to answer, since it was irrelevant, and they started reading off the hostnames of devices on my network. Not acceptable behaviour.
So since then I've been using modems whenever possible, with a MikroTik RB2011 running my LAN. For Vodafone I'll get a 15% discount if they can't get me 25Mbps (good luck) but only if I use their modem/router and use their app to claim the discount. Not a problem. With RouterOS I can isolate a(n RJ45) port off the bridge and still use it as my primary gateway. The only device the Vodafone router sees is my router. For traffic coming the other way, my router becomes the DMZ host. To use the app, I just connect to the router's wifi with my phone. A waste of a good AP, but IDGAF. I've got CAPsMAN.