I think AT&T is the second one to admit that they do that and then charge you money to get out of it. The first was a small local ISP that didn't offer any way out and quickly backed down after pushback from their customers.
Chances are the other American ISPs do it, they just burry it in the terms of service. So AT&T figured out they could make some extra cash off of their privacy conscience customers who don't know how to use VPN.
And chances are they still collect and aggregate the data, they just don't retarget you specifically.
And yes, for $30 you can have unlimited bandwidth. And for $30 more you can opt out of them scanning and recording your activity for ad targeting.
So now the price has literally doubled to have decent internet. How can they get away with that? Lack of competition.
And that is what this thread is really about. Until there is some competition, we won't see ubiquitous, cheap, high-speed internet.