since an internet domain has many applications beyond sending and receiving money, why would you want to marry such a project to the bitcoin blockchain? Why not something like a distributed and redundant white/yellow pages, which people could update with their private keys as necessary. This doesn't require a blockchain.

It does require a reconsideration of how we access user facing webservers over the internet using commercial browsing technology. I don't know nearly enough about this stuff but I feel confident none of these service ever used blockchain techology to underpin their service.