Neiman is a PhD in mathematics and idealist. The solution he wants goes beyond just hosting a decentralized blog.
As far as ENS, I’m a fan. Though it’s too bad someone registered your well known business name you can always import your DNS into the ENS protocol (ENS is not the .eth extension, rather .eth is the native ENS blockchain extension but is reverse compatible with DNS).
Going back to neiman, for a time he was working on his own naming protocol named Woolball. Might be a fun read for you: https://neiman.eth.limo/2022-10-25/Woolball_a_name_system_wi...