An example I remember is when Virgin Media replaced any DNS queries returning NXDOMAIN with their own "search page" plastered with ads.
https://shkspr.mobi/blog/2021/03/advanced-network-error-sear...
Verisign tried this trick too.
https://dn.org/the-sitefinder-debacle-that-shook-the-interne...
Ah, yes, I forgot the NXDOMAIN hijacking.
I was thinking about interfering with existing sites.
AT&T still does this, if you're using their (intentionally terrible) standard gateway device the default DNS will return a "search page" instead of NXDOMAIN which predictably has all sorts of negative impacts on non-browser devices but the wastes of oxygen responsible for this don't care as long as they see that delicious ad revenue.