This is the most public example I've seen of this problem. This has been happening for years within collaborative project communities; it's a major reason why there isn't a decent open standard for 'whiteboarding'. Wikipedia et al can work around this, and I've checked that various wiki project people on SourceForge are onto it.
Basically, the ISPs cannot win at this. If every major website would use Secure HTTP throughout, the ISPs would be powerless. They would have to report back to the government that it can't be controlled, the government would then do more Chinesification and everyone would start using large Virtual Private Networks, torrents and encryption. Most of the server-side engines behind the internet are full of kludges and hacks, Joost are using extensive trickery to outperform YouTube. To quote Joss Whedon, “You can't stop the signal”, or to quote Rafael Moreu, writer of Hackers, “Hack the planet!”.
Overall, this immediate problem should bring forward the Web 3.0 ideal. After all, Web 2.0 is done with, having underwhelmed almost everyone. The problem is programmers aren't being focussed onto this, partly because nobody's seen money in it. I think the whole thing needs turning on its head, by using software to generate web pages in secure streams, which is why I'll continue doing what I'm doing (mwa, and indeed, ha).
My ideal Web 3.0 would include the use of torrents to help page loading, proper integral Java, even tighter rules for Strict XHTML and CSS, and more use of protocols other than HTTP. I've asked Santa.