As far as I know, chill filtration was used and introduced by the guys behind Teacher's.
Some importer in New York had sent back a series of casks that were cloudy. They had been lying on a dock in the harbour ona cold January winter day...
And something that has to be added as well, not just ice, but also adding some water can make the whisky go cloudy.
Chill filtration makes the fatty acids, otherwise disolved, to clutter togheter so they're big enough to filter them out.
As for chill-filtering you will mostly avoid this horrid practise if you stick with whiskies bottled at 46% and above (I think).
At 46% the whisky will not go cloudy when it is being chilled a bit. Ofcourse, with the addition of some water the ABV will go down a bit again as well.. But at 46% at least consumers who are not aware that the haze has nothing to do with an inferior quality will not have to worry about it, as its simply isnt occuring at that strenght