There was a demo for a technology put out recently that circumvents this. I don't remember the exact mechanisms, but it obscured DNS such that your ISP couldn't see the DNS record you requested, and then used a proxy to route traffic before it hit the final endpoint eliminating exposing the IP to your ISP. It worked very similar to a VPN, but without the encrypted connection, and had some speed focused optimizations including the proxy being proximate to your ISP. It was pretty interesting.