As someone who was sometimes using http as a back end transport for "edi" data (hey at the time it was usually ftp in that industry so no worse, but at least http got around nat problems than even pasv didn't), one time in the mid 00's I was in a coffee shop and just speechless flabbergasted outraged to discover the contents of a random web page I happened to know the contents of get some extra html and js injected into it from the isp (the isp not the coffee shop).
"WHO THE F gave them the right to modify the data in my tcp session!!!!".
Spying on it I assumed but modifying one byte of it? A naively written edi that did not expect that would be completely destroyed.
Probably shouldn't have been so stupid for 15 years already by that point. There is no such thing as the right, there is only the ability.
If someone has the ability to do something, they will. Reputation, right & wrong, none of that actually exists or matters.
I didn't track down if the mechanism was based on dns. Could have been but I don't see why it would have had to be. But I was also not attempting to use any non default dns on that device at that time anyway. Obviously since they are trasporting unencrypted data they could modify it any time simply because it's in their hands.
dns would just be one handy low-hanging-fruit way to detour the data to a convenient dedicated purpose server to do the work. But not special or necessary at all. If they want to do the same thing without hijacking dns, they can with almost not even any difference in total effort.