I just learned how to gzip textual content in Apache. It reduces the content weight by around 70% and is obviously awesome.
Now, why is this so uncommon?
I looked at one of the largest newspaper sites in Sweden, Dn.se, and they only compress a select few of their documents. Skatteverket, the swedish tax department, didn't compress a single document.
For anyone interested in how to do this, there is a nice guide for apache here:
It's supposed to be possible for all major web servers, but i haven't tried this myself.