AT&T is going to track and monetize the webpages you visit, the time you spend on each, the links or ads you see and follow, and the search terms you enter if you have their new gigabit broadband service (such as in Kansas City). If you don't want to be tracked, "fortunately" they let you opt-out for a $29 / month fee.
Remember when AT&T issued a high-decibel shriek that reclassifying ISPs as common carriers would kill off its ability to invest in future network buildouts and upgrades? Well, it turns out that not every ISP thinks that way.