Google Public DNS

Google has introduced a DNS service. One thing I have to give them is they have very clear and readable materials. This is their explanation:

What is Google Public DNS? Google Public DNS is a free, global Domain Name System (DNS) resolution service, that you can use as an alternative to your current DNS provider. To try it out: Configure your network settings to use the IP addresses 8.8.8.8 and 8.8.4.4 as your DNS servers or Read our configuration instructions. If you decide to try Google Public DNS, your client programs will perform all DNS lookups using Google Public DNS.

Why does DNS matter? The DNS protocol is an important part of the web's infrastructure, serving as the Internet's phone book: every time you visit a website, your computer performs a DNS lookup. Complex pages often require multiple DNS lookups before they start loading, so your computer may be performing hundreds of lookups a day.

Why should you try Google Public DNS? By using Google Public DNS you can: Speed up your browsing experience. Improve your security. Get the results you expect with absolutely no redirection. The security claims have some merit but they are not using DNSSEC, so they could do better. We checked their speed and it's not that great  (but certainly could be tuned if they used state of the art DNS software). Most large carriers utilize the techniques they describe. The descriptions on speed and security are excellent.  So what is Google's motivation for introducing this free service? It is captured in the last line above: "Get the results you want with absolutely no redirection." They want your search. Google's survival and importance is based upon their dominance in on-line search and the revenue it provides. But that gravy train faces myriad threats. Everyone from Microsoft to your ISP wants part of that action. Ever notice how many software vendors try to get you to download their toolbar? One search threat is redirection on mis-typed URLs. For example, if you are doing a search for "Target" - intending to find a store or buy something on-line, you might mis-type the name as "Targey". It is acceptable for your service provider to send you to a page that says "Targey not found. Did you intend to type Target" (with hotlink to Target provided). The ISP can then place banner adds on that page and earn revenue from it. Alternatively they could simply say "Website not found." To be "good guys" in the DNS world, the service provider should provide customers an opt-out for redirection. Everyone I know of provides this option but it may not be fully clear for some providers. A second and perhaps more valuable motivation is data. By capturing all of your web activity it is possible to gather information on your Internet view habits - where you go, what time of day, how long on sites, what sort of sites, etc. Even if individual information is not retained (as they disclose) the ability to aggregate and understand habits of users is incredibly valuable information if your business is advertising. For users it seems a bit like big brother looking over your shoulder. Remember that nothing in commerce is truly free.