template_redirect keeps redirecting

Hi,

I use template_redirect to redirect 404 requests to a custom template file (products.php):

add_filter('template_redirect', 'mp_404_filter_override' );

function mp_404_filter_override() {
    global $wp_query;
if(<SOME BUSINESS LOGIC>)
{
  status_header( 200 );
  $wp_query->is_404=false;

  include (TEMPLATEPATH . '/products.php');
  exit;
}
}

No problems redirecting the users. They all end up on products.php as they should.

The problem is that products.php keeps reloading since the template_redirect filter I have set up is checked again and again.

Any ideas on how I can stop products.php from reloading?

Thanks,
Mads