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Normally when you think of firmware updates for a router you would expect security updates and bug fixes. Would you ever expect the company that makes the product to try and sell you a subscription for security software using its firmware as a salesperson? I recently ran into this myself when trying to troubleshoot my router. I noticed when trying to go to Google that my router was hijacking DNS and sent me to a website trying to sell me a software subscription. After upgrading your D-link DIR-655 router to the latest firmware you'll see that D-link does this, and calls the hijacking a 'feature.'
News source: Slashdot via Ubersource (Blog)