The example used is a Distrubted DNS, it could be used for that, or any time you wanted to register any other type of data in exchange for bitcoin.
It is ideally suited to the registration of publicly verifiable, yet still private/anonymous ownership of, any data you wanted.
..Like Namecoin, for example, but with its blockchain interwoven with the Bitcoin blockchain?
And more general altogether, so for other projects besides Namebitcoin too..?
Sounds great! Now, that we have the technology, what will be the killerapp? :-)
*somewhat reminded of Bitcoin as a whole*
Ente