ENS Domains: A Web2-Friendly Bridge to Web3
If you spend any time around NFTs or Web3, you’ve probably heard people mention ENS domains. What’s easy to miss is that Ethereum Name Service (ENS) is not a new project riding a trend. ENS has been live since May 2017, and it has earned a reputation as one of the most trusted naming systems in the broader Web3 ecosystem.
One of the most important design choices behind ENS is that it intentionally avoids competing with the traditional Domain Name System (DNS). Rather than trying to replace DNS, ENS was built to work alongside it. That means ENS does not compete with the Internet Corporation for Assigned Names and Numbers (ICANN), the organization that coordinates DNS at the top level. As a result, ENS’s top-level domain, .eth, should never show up in a global DNS auction or clash with existing internet namespaces.
If that feels a little technical, don’t worry. I’ll break it down more clearly later. For now, here’s the TL;DR:
ENS is a web3 organization that offers a new DNS solution. ENS aims to be non-competitive with the top authority of traditional DNS in order to create a cooperative, collaborative, & interoperable environment for individuals from within the crypto / web3 community, as well as those from outside of it (including people who have never touched crypto).
This philosophy is best summed up by ENS founder and lead developer Nick Johnson aka Nick.eth:
“So we integrate all of these existing DNS namespaces into ENS because we believe that the best way to build the system of the future is to start by embracing and improving upon the existing naming services.”
That cooperative approach is a big reason ENS has become so widely adopted. It is not trying to replace the internet. It is trying to make it easier to use in a decentralized world.
DNS vs. ENS: What’s the Difference?
Now you know ENS domains are designed to be non-competitive with DNS. But what is DNS, and why should you care?
To really understand ENS, it helps to start with its Web2 counterpart: the Domain Name System (DNS). DNS is the reason you can type a human-friendly name like google.com instead of memorizing an IP address such as 142.250.188.238. Without DNS, the internet would be far less usable for everyday people.
In the early days of the internet, naming systems were much more manual. Networks relied on centrally maintained host lists that had to be distributed and updated, and as more computers joined, that approach became increasingly difficult to scale. That scalability problem is what DNS was built to solve.
A quick history note:
ARPANET was one of the earliest major internet networks, built to connect research institutions so information could move faster. But early naming systems had a problem: scaling. In practice, it was closer to a digital Yellow Pages than a modern naming system. As more computers came online, keeping directories accurate meant constant manual updates, syncing, and maintenance. That approach works when the network is small, but it starts breaking down the moment growth accelerates. DNS emerged as the solution. Instead of relying on one constantly updated “book,” DNS introduced a structured, distributed system that could scale with the internet. That is why you can type google.com rather than memorizing an IP address
In 1983, computer scientist named Paul Mockapetris introduced DNS as a more resilient, distributed way to map human-readable names to numeric network addresses. A key part of the solution was the structure we still recognize today:
- Name – for example: "Microsoft"
- Category – for example: “.com” (for commercial purposes)
Not long after, familiar domains started appearing in the wild. One famous milestone was Symbolics.com, widely cited as the first registered .com domain, recorded on March 15, 1985.
So, where does ENS come in? ENS solves a very similar problem for Web3. Instead of forcing you to copy and paste a long wallet address like: 0x1D4F3Eb7DcD7eE76F99c67A699de4Da3B764b82D.
Hive users will recognize the value of this immediately, because Hive already addresses the same UX problem by making account names human-readable by default. ENS, like Hive, lets you use something simpler and more human, like: CRVNE.eth
In other words, ENS takes the usability lesson of DNS and applies it to blockchain identity and addresses. And that is just the starting point. ENS domains can do much more than simply “look better,” which I’ll get into next.
Why Are ENS Domains Decentralized?
Decentralization isn’t universally viewed as a benefit, and that’s fair. But in the context of ENS domains, decentralization introduces some very real and very practical advantages. Here are two of the most compelling:
Decentralized Websites and Permanent Content
One of the clearest examples of ENS decentralization in action is decentralized website hosting. Through platforms like InterPlanetary File System, commonly known as IPFS, content can be hosted in a fully distributed, peer-to-peer manner. If you’ve ever used torrent-based file sharing, the concept will feel familiar. Instead of relying on a single server, files are distributed across a network and accessed through a content hash.
To make this concrete, let’s look at a real example: I am not Christian, but I currently host the entire New King James Version of the Bible at NewKingJamesVersion.eth. Depending on your browser, you may need to append .limo to the URL for proper resolution. Firefox handles this natively, while browsers like Chrome may require the gateway. The content itself lives at the following IPFS address: ipfs://QmRhdyDYJzAkDmSG4GGJnDq6f9AvQvV3Gmc2DjVgSPixuZ.
ENS does not host this content. It simply redirects your browser to the IPFS content hash. That hash will never change unless I intentionally update the ENS content records. Because ENS relies on a process known as reverse resolution, you can also access the IPFS hash directly at any time, indefinitely, without relying on the ENS name at all.
If IPFS feels abstract right now, that’s okay. It deserves a full article of its own, and we’ll save the deeper dive for later. Even without understanding every technical detail, the implications are easy to see. Regardless of personal beliefs or religious affiliation, this model demonstrates something powerful. As long as you have the content hash and access to the internet, the material remains accessible. No single authority, government, or organization can quietly erase it once it has been distributed across IPFS. For better or worse, decentralization makes certain forms of information extremely difficult to remove from history.
I think most of us can agree that "book burnings" that have taken place across history are a bad thing. History should be preserved so we can learn from our accomplishments as well as our mistakes.
Building Decentralized Sites Without Code
If you want to experiment with decentralized websites without touching a command line, tools are emerging to make that easier.
Decentralized Ownership and Control
Another major benefit of ENS decentralization is domain ownership itself. In the traditional DNS world, ownership is ultimately mediated by registrars, legal systems, and centralized authorities. Even if you legally register a domain, it can still be revoked under certain conditions. There are well-documented cases where companies have lost or nearly lost domains due to administrative errors or legal intervention.
With ENS domains, ownership is enforced by smart contracts. As an example, if you somehow controlled a traditional domain like nike.com, Nike could pursue legal action to reclaim it. That has happened before in similar cases across Web2.
ENS works differently. An ENS domain is an on-chain asset. While courts could theoretically restrict how a domain is used, they cannot directly seize or reassign it at the protocol level. The owner retains ultimate control. In extreme cases, a domain could even be sent to the Ethereum burn address, an address for which private keys cannot exist. Anything sent there becomes permanently inaccessible. As long as the registration fees are maintained, that domain would remain unusable forever.
It’s also worth noting that the ENS ecosystem is not blind to brand protection. According to discussions within the ENS DAO, some well-known brand names have already been registered by trusted contributors to ensure they can be transferred to their rightful organizations when the time is appropriate. I confirmed this some time ago during a conversation with a well known moderator and member of the ENS DAO known as Serenae.eth
Those are two of the most visible ways ENS decentralization can be viewed as beneficial. And they’re only part of the story. ENS domains have additional capabilities that go far beyond naming and routing, which we’ll explore next.
ENS Domains as Payment Routing
Before we talk about ENS as a “human-readable payment layer,” it’s worth acknowledging something Hive users already know: Hive wallets are human-readable. Your account name is your address, which makes sending value feel like sending to a person, not a hexadecimal string.
So no, readability alone is not the magic trick. The real question is whether ENS can play a similar role across the Ethereum ecosystem, especially in contexts where addresses are still long, error-prone strings and where names could become reusable routing infrastructure across apps, wallets, and on-chain identity.
Routing numbers themselves are nothing new. Every bank has them, and every bank account comes with long identifiers designed for settlement, not memorability. Most people never memorize them, because they were never meant to be human-first.
That usability gap matters even more if digital currency becomes more mainstream. In March 2022, President Joe Biden signed an executive order on digital assets that called for urgent research into a potential U.S. Central Bank Digital Currency (CBDC), “should issuance be deemed in the national interest.” If money on blockchains ever becomes a global standard, ENS offers something fiat rails still do not: a human-readable payment directory that is simple to share and harder to mess up.
For example, bofa.eth is easier to remember, type, and write than a routing number like 121000358 for Bank of America in California. And if location-based separation is needed, ENS also supports subdomains. So instead of forcing humans to think in numbers, you could imagine patterns like:
- `ca.bofa.eth`
- `yourname.bofa.eth`
Now imagine being able to tell any person or organization, “Just send it to yourname.ca.bofa.eth.” The implied power is practically overwhelming. Yes, that was a subtle StarCraft reference. Now, back to the topic at hand.
Brands Already Understand the Value
If you’ve been keeping an eye on web3 adoption, you’ve probably noticed that major brands have tested the waters.
One high-profile example: Budweiser purchased beer.eth for 30 ETH, widely reported as roughly $95,000 at the time, and briefly changed its X handle to beer.eth. This opens an interesting question:
If a brand controls a strong root name like beer.eth, would competitors pay a premium for subdomains such as heineken.beer.eth or corona.beer.eth?
Maybe. Maybe not. But the fact that this is even plausible is the point. ENS names are not just vanity URLs. They can function as routing, identity, and brand infrastructure in a way Web2 never really standardized.
Hive already proved readable addresses improve UX, ENS attempts to bring that UX to Ethereum and its app ecosystem.
Why Numbered ENS Domains Ever Made Sense
A look at memorability, scarcity, and speculation
At one point, low-digit numbered ENS domains commanded serious attention. Names like 123.eth and 999.eth sold for substantial sums, and while that wave has cooled, the reasoning behind it is still worth examining.
The appeal wasn’t random. It centered on three simple ideas: memorability, scarcity, and speculation. Numbers are a universal language. They do not rely on spelling, branding, or culture, and fewer digits generally mean easier recall. "1" is easier to remember than "11". "11" is easier than "140". That progression alone explains much of the initial attraction.
Low-digit numbers are also permanently finite. That scarcity made them feel intentional and premium, even before any functional value was attached. In that sense, numbered ENS names became a mix of convenience and status, a clean identifier that looked deliberate rather than improvised.
Speculation filled in the rest. Many buyers believed ENS could become real infrastructure, not just a naming novelty. If that happened, simple and recognizable names, whether words or numbers, looked like digital real estate.
The wave may have passed, but the logic that drove it is still relevant. It offers a useful lens for understanding how value narratives form in emerging systems, especially when usability, scarcity, and expectation collide.
What’s the Catch?
Nothing in Web3 comes with guarantees, and ENS domains are no exception. There are real trade-offs and uncertainties worth acknowledging before treating any naming system as inevitable infrastructure.
Competition From Unstoppable Domains
One of the most frequently cited alternatives to ENS is Unstoppable Domains. Unstoppable Domains takes a very different approach. Their domains are sold as one-time purchases, often payable via credit card, debit card, or crypto, with no renewal fees. Domains can be transferred to a non-custodial wallet or managed directly through their platform. From a usability and onboarding standpoint, that model lowers friction and appeals to a more mainstream audience.
Unstoppable Domains also benefits from heavy marketing, referral incentives, and integrations across hundreds of decentralized applications. In contrast, ENS relies on annual renewal fees and is more tightly coupled to Ethereum-native tooling, which can feel like a barrier to some users. The trade-off is centralization.
While Unstoppable Domains markets decentralization, the system ultimately relies on centralized control over top-level domains like .crypto, .wallet, and .nft. That distinction matters when thinking about long-term interoperability with the existing internet.
The Global Namespace Problem
One of ENS’s defining positions is that it recognizes the global DNS namespace and avoids direct competition with it. ENS’s .eth extension is reserved and intentionally non-conflicting.
Former ENS director of operations Brantly Millegan has pointed out that many Web3 domain extensions do not share this constraint. As a result, names like .crypto, .wallet, or .nft could eventually be auctioned by ICANN and assigned to entirely different entities on the traditional internet.
“I hope everyone understands that most of these crypto domain suffixes aren’t recognizing the global namespace and will be given to different people in the future on DNS and ENS. .ETH is already reserved and so won't be, but everything else — .sol, .crypto, etc — will be.”
ENS founder Nick Johnson (Nick.eth) has echoed this concern, particularly around extensions like .crypto, which could become highly contested in future ICANN auctions. There is no certainty that the same party would control both the Web3 and Web2 versions of the name.
"...particularly when it comes to things like .crypto, it's going to be a very popular name for organizations to bid on for the internet — given the rise of cryptocurrency in the time since the last auction, it would now be a hot property. And there's certainly no certainty that the owner of .crypto in a particular decentralized naming system will end up successfully bidding for the right to it on ICANN options.
Legal Friction Is Already Showing Up
These concerns are not purely theoretical. Unstoppable Domains has already faced legal pressure related to naming conflicts. Namecheap, a major Web2 registrar, has supported legal action tied to Unstoppable’s .wallet extension, citing potential conflicts within existing naming systems.
Cases like this highlight the tension between Web3 naming experiments and the legal realities of the traditional internet.
The Bigger Unknown
There is also a more fundamental risk that applies to ENS itself. Ethereum may not become the dominant settlement layer of the internet. The future of the web may not be as decentralized as many expect. Blockchain adoption could plateau, fragment, or evolve in directions no one currently predicts.
ENS works exceptionally well if Ethereum remains a foundational layer for identity and value transfer. If it doesn’t, ENS domains may remain niche tools rather than global infrastructure. However, that doesn’t invalidate their utility today. It simply means expectations should be calibrated.
ENS domains are powerful, but they are not guaranteed winners. Like most things in Web3, they sit at the intersection of technical elegance, legal reality, and long-term adoption that no single group controls.
A Familiar Idea, A Different Ecosystem
Not the Final Answer, But a Serious One
Hive users already understand the value of human-readable identity. Whether ENS succeeds at global scale is still an open question. What isn’t up for debate is that clean naming, ownership, and interoperability are foundational problems worth solving.
ENS may not be the final answer. But it is a serious attempt, built with intention, restraint, and a clear respect for how the internet already works. And in a space that often moves too fast for its own good, in my humble opinion; that alone is worth paying attention to.
About the Author
My name is Jordan, also known as CRVNE.eth. I reside in the United States in Orange County, California. Professionally, I work as the operations manager of a lead generation agency focused on high-volume inbound calls for call centers. Alongside that role, I build CRMs, automation workflows, and email campaigns for businesses. I’ve been involved in crypto and Web3 for over a decade, with interests spanning blockchain infrastructure, gaming, and community-driven projects.
If you would like to know more check out my intro post:
@crvne.eth/who-i-am-and-why-im-here-on-hive