namecoin .bit is barely being used, and not because there is anything technically wrong with it, so this 2.0 thing you are trying to do has close to zero viability to become a widely used DNS alternative
You're probably right what you say about Namecoin
But their main problem is that .bit just don't show up in browsers without fuss (funny enough there is still not a clear video showing ordinary people how to get a website up and running)
Our solution comes with a browser in which you can view your websites and we will also offer TLD.
If you think there is no market for TLDs then maybe you should look at the prices that Icann charge
for them. We can/might/will probably offer .com as well but for far cheaper (0,01) and much longer (10 years).
We are not looking to serve the rich and spoiled people now allready on the internet, there is a bigger market out there. Of people who don't have 10euros for a domain or 500 euros for an SSL.
And besides all that, our operating cost is ZERO