Phorm used to be a spyware company called 121 media which was responsible for PeopleOnPage which used one of the most malicious pieces of spyware of 2005 and 2006; namely the apropos rootkit which was a nightmare to uninstall. More here from the respected computer security company f-secure:

http://www.f-secure.com/weblog/archives/00001...

This company should NOT be given any access to our internet clickstream. They haven't even had the transparency and honesty to admit their spyware past. All phorm have done is change their model from installing spyware on home users pc's to installing spyware servers on the Internet Providers network. Even if you opt out of receiving adverts its quite likely that nearly every web page you view will be mirrored to phorm servers sitting at the heart of the internet providers network.

I do not trust this spyware company. Neither should other readers.