Yes I agree I do so hate this "hidden extras" way of advertising and I dislike like that Zen have got in on the act too.
I have recently been looking at the compression sites as I have been thinking of moving to FTTC, they do not present the information much clearer and I did not find one that compared the providers on anything other then headline price. Some options like rate limiting, static IP, content filtering etc. would of been nice to see.
Various (Dile up) -> clara.net (Dile up) -> TELE2 (Microwave) -> ZeN (ADSL)