Don't care for 2 reasons.
1. I am in Canada.
2. I don't really have much to hide. Well, I've got my porn collection but most men do. I hardly use torrents, either. I pay for what I download.
You should NEVER settle at "I have nothing to hide, so it's fine". It's what got us to such situation. And allowing ISP's to sell your browsing habits is like allowing someone to monitor all your behavior in your own house whether you like it or not. It's scary and you have no way opting out. Lets be honest here, Internet in current age is not a commodity, it's necessity.
And you being Canadian, you should actually be worried even more. Canada has some really scary stuff going on with privacy and censorship. All the crazy feminism thing, people getting sued for wrongthink, banning "islamophobia"...
The fact politicians got the idea of "Hey guys, lets give ISP's power to sell data of our citizens" is insult to intelligence and freedom of their people. It's clear that everyone involved are getting paid really well for it.
And yes, one thing is ISP level and another application level. If one doesn't trust Windows 10 privacy, you still have Linux. Who's going to move to another continent because of internet situation in USA? It's a bit different isn't it? And there is also a trust an control thing. For example, avast! Antivirus collects data as well within it's scope of operation (it's how antivirus clouds work and are efficient, no way around it). Again, first fact is I have option not to use it in the first place. Then they give me control where I can disable things if I feel like it. I lose some capability, but I keep my privacy. And lastly, the trust thing. I've personally talked with them and they aggregate all data, making it personally unidentifiable. They have that in their privacy statement and they are obliged to follow it by law. And lastly, I can opt out of them sharing the data with 3rd party. They are very transparent with the stuff. Who controls how ISP's collects and sells data? Any control or privacy rules they have to follow? I don't think there is any. They can just sell data. En mass now.
How happy would you be if one day EVERYTHING you've ever browsed surfaces in a 3rd party company data leak? That's usually the primary concern. Even if ISP handles personal data with care, selling it to some careless 3rd party can cause a massive nation wide disaster.