Can't override device settings on a per-user basis any more?

My SMS updates are set to 'OFF' as I don't want to be deluged with SMSs from everyone I follow. However, I do want to activate them for certain people who are either personal friends or especially interesting.

It used to be the case that one could click the 'Device updates OFF' bit on an individual profile and toggle it to 'ON' without global resetting. This doesn't seem to be possible any more. Does anyone know why, or is anyone able to suggest a workround? I'm on Vodafone in the UK so would really like to be able to take advantage of the new SMS service.