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The average customer probably doesn't know what DNS is, let alone that switching to a server that doesn't to DNS hijacking will make the <ISP> search pages go away.

I'm pretty sure it is to do with keeping the volume of support calls down; they try to lock down everything they can.

Here in the Netherlands XS4ALL provides me with a AVM Fritzbox 7390 on my fiber connection (100/100 $75), quite a nice piece of kit ($311,- retail if I look it up today)