It's certainly not as dramatic as a death in family, but it actually is important. For example many Rogers HSI customers have been unable to connect to their work networks through VPN. In addition, because they automatically take you to their search page, your browser never actually receives an error message. That means that it can't take action based on that error like taking you to a search page of YOUR choice. Also, simply addressing the principle of the matter: Their search page is littered with ads which means it's generating revenue for Rogers. However, DNS services are covered by your contract with Rogers which means you're paying for the service as part of your monthly bill. So either your bill should go down since the DNS service is being subsidized by ads or you shouldn't have to see the ads. I hope this helps to clarify why this issue is important to many people.