If you have [email protected], then that can be your online identity that you use to authenticate across multiple services.

The same can happen with nailer.eth (you authenticate via signing a message).

Someone else can register `nailer.eth` and promote that address as being associated with me too. Also personally, people that send me money (using the first example of utility from the article) want to send it to Mike MacCana.

Domains are a type of identity. For example, a domain can be the identity of a company brand, which is valuable, without it being a specific person.

> When I log on to Blockscan chat, I sign in with Ethereum. This means that I am immediately visible as vitalik.eth (my ENS name) to anyone I chat with. In the future, to fight spam, Blockscan chat could "verify" accounts by looking at on-chain activity or POAPs.

Imagine that same idea, but with traditional domains and support on major platforms. I've wanted domain validated/verified identities for as long as I can remember. Imagine being able to use your domain name as a handle, with instant reputation/recognition, on all major platforms:

    twitter.com/@example.net
    youtube.com/@example.net

If you decentralize identity and reputation by tying it to a domain name rather than an identity provider like Facebook or Google, it creates opportunities around all of the things he mentions in the article. Attestations are the most interesting in my opinion.

If you're interested in the details, you should read the section of the blog post related to this.