Whether you think that idea of social shopping site Blippy.com is cool or couldn't imagine letting the world know about your latest Amazon purchase you can't deny these guys have the best 404 page (page not found) ever.
While you may not think putting so much effort into a page you would rather people never see is crazy I would suggest just the opposite. Of course, you don't have to be as humorous with your 404 but keep in mind the objective is to keep your users engaged and direct them to content they are looking for. Be sure to include a search box, links to key pages in your site and do not clutter the 404 with tons of content that would make them move on from your site.
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