The proponents of this bill claim there are privacy protections in place, but that is incorrect. The difference between the existing privacy rules (which apply only to 'end points', i.e. merchants, etc) and the ones which are referenced here are HUGE. ISPs can look deeply inside EVERY packet you send and receive, not just the ones to/from a specific application at a specific end point, which gives a complete picture and history of your network use - why do you think the data is so valuable? Because it's a complete picture of you and your interests. Big Data is Big Brother writ large.