The kind of interception that is being discussed here is the interception of DNS queries which would return an NXDOMAIN result to instead point to an advertising page. This is done by a lot of ISPs.
That the browsers are reacting in this way says we have a failure at the DNS software level. Those projects do seem to be giving the security that is wanted. So we are starting to get some fragmentation. Which can not be good. Perhaps we need new record types to support this?
The solution would have been DNSSEC, the problem is that authenticating NXDOMAIN responses comes with a ton of challenges on its own and so there, in the end, was just workarounds and messy hacks [1] that IIRC no one ended up utilizing.
[1] https://en.wikipedia.org/wiki/Domain_Name_System_Security_Ex...