Agreed, I used to use the common level3 dns servers which had lower ping times than google's for me, until the change to show advert results. My ISPs has gone down on more than one occasion and I simply don't trust them as much.

Google's currently don't return false results, return fast results, and have a sane caching system. Recently when a site's DNS went down for a day, google continued serving the results, although expired. Most other providers cleared the cache first, and were serving no result.

I've setup my own caching DNS before, it's really not hard... Most home routers will do this today. And my ISPs server isn't 10ms away, but my router is.