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OpenDNS used to hijack DNS to show ads, which is one of the reasons Google launched the non-hijacking 8.8.8.8 in 2009. OpenDNS quickly followed suit. No one would attempt it today, seeing as it would instantly make you the worst DNS resolver on the Internet and switching away is trivial.

Thankfully that's probably not feasible anymore given how prevalent HTTPS is these days.

Given that almost every site now uses HTTPS, they could only do this for users navigating to non-existing domains (and furthermore have to register the domain names themselves, or they wouldn't be able to get any TLS certificate for them).

Would that work over HTTPS? My understanding is that, when the browser connects to the IP returned over DNS, it validates the TLS cert returned by the server at that IP contains the website name.