Solid question.

This is related to the issues facing DNS and also to break away from the current DNS.

We offer our own extensions that are design to be more robust but also be descriptive of the service on that domain. For example if you are a store like Newegg you must use a .store extension.

We also have our own protocol for how DNS responds to requests that is more secure, faster, and offers 0-RTT out of the box.

If you would like to find out more about why DNS is so broken check out minimalt they have a good right up on that. Although the project looks dead.