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I think as others have said this is a way for service providers, be that mobile networks or internet TVs or whatever to separate us from the rest of the internet easily.. The more people start buying into this XXX thing the more leverage the powers that be will have to make it compulsory that all adult sites must be registered on XXX.
The way the web is going now is pretty scary, nomatter what it is in the world, if it makes money the corporations want control over it and it's a slow takeover with the internet but slowly they are pulling the wool over all our eyes by in-directly gaining control as the direct approach doesn't work.
One day the shit will hit the fan and people will have to pay a subscription to their ISP or whoever just to be able to see Adult content.. Just like a SKY package, you will pay for "channel packages" and this will suck. I think it will only take 1 large greedy ISP to jump onboard this concept and the rest will follow suit.
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