Since the Web hit the mainstream more than a decade ago, the 404 has been the standard error message when a server request can’t be fulfilled.
But as ISPs look for news ways to generate more revenue, the 404 could go extinct. For example, take a look below at what Rogers is doing when you mistype a URL. In this case, I was looking for Craigslist but didn’t include the .com.
For Rogers, replacing the 404 lets it present two banner ads (both in-house), some sponsored links, and links to Rogers Media content.
When you take into account this activity, bandwidth caps/tiered service, ad insertion based on monitoring the Web sites you visit, and the sale of value-added services such as anti-virus, it’s easy to see how ISPs want to be much more than just fast pipes to the Web.
(Hat tip to reader E. Davis for putting me on to Rogers’ new trick).
When I first noticed this 2 weeks ago, I thought it was some kind of virus on my computer until I saw the Rogers logo.
I think it is absolute genius on their part for converting the 404 which by default on Firefox just shows a cannot find server page, to a page that:
- Generates income for them
- Brings value to an user who might have mistyped a certain character
However it will be awesome if users can customize the default 404 page, for example, I want my search results from Google
When I first saw this I thought the websites I was visiting was down and it was hosted by Rogers. When I finally figured out what it is, I was angry. Rogers is trying to nickel and dime their customers to death.
Thank god for OpenDNS, now I no longer have to look at their offensive page full of advertisements.
Thanks for picking this up Mark. I was pretty annoyed with this move, though have since confirmed that this is now common among the U.S. carriers. Still, it feels very intrusive and I’ve moved to OpenDNS as well.
I also switched to OpenDNS. I pay so much money for Rogers already, and to have them contact me about my bandwidth usage, and then do this kind of thing really frustrated me.
I hate to be a stickler here, but it’s not 404s that are being intercepted. It’s the “server not found” message that comes from the DNS. So to answer the title question (rhetorical or not), no, it’s not the end of the 404
.
you think that OpenDNS has not found a way to cash in their searches too? Take a closer look…
I hate that Rogers has started this DNS hijacking – it’s got nothing to do with a 404 error.
It’s as simple as replacing your current dns server for a healthy one. If you use dhcp you’ll need to config your router and change the dns servers there.
Keep moving, keep moving, nothing to see here…