One of the top ways that websites make money these days is that they target their adverts depending on your personal details - e.g. Facebook ads. When you create an account, you give over lots of personal details that can be used to ensure that you receive adverts relative to your hobbies. If you say you like cooking..... Phorm is slightly different - it is used by ISPs (BT did it without customer knowledge apparently) who have access to what websites you look at and what you do online this. This metadata is hugely valuable (think nectar card) and can be exploited for commercial profit - but some people are very concerned that this is a huge invasion of privacy....
http://news.bbc.co.uk/1/hi/technology/7619297.stm
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