I like the idea of a governance token! Although as mentioned in the video each domain (ERC 721) could be one vote, for governance I prefer ERC-20 tokens. (ENT - Ethereum Name Token )
As I mention last year I would consider one of the most important and strategic investments to develop a powerful infrastructure to build decentralized websites using IPFs technology.
One of the companies doing a great job is Origin protocol. OGN allows users to create “Dstores” FOR FREE and to do something similar or partner them would be a great idea for both. Mobirise.com could be an other strategic partner as well.
I think “dwebsite” infrastructure is a fundamental pillar to focus.
Other cool idea once we have a token is to create a infrastructure similar to Compaund.finance so users can loan and barrow their “ENT” or talk to Compaund, AAVE, Maker, Duck and all this platforms to do that. (As they do to Uni TOkens, Rari tokens and some other governance tokens.)
I also REALLY like the idea to have this option of have ENS subdoamins as NFTs, that is very cool.
Regarding giving back to the community, it seems like a very good idea. And I think it should be in proportion for each domain that users have and the years renewed. Although Nick is not very friend of domainers, they are also important pillars in this ecosystem. They make domains scarce and generate income year after year to ENS foundation (and soon DAO) and with this money the ecosystem in general can be improved. They are also people who may think to develop the domains in the future. Furthermore, is good to have them, if they were investing directly in ETH, an important source of passive income for the ENS ecosystem would be lost.
And finally, I definitely wouldn’t want the money/eth to be donated to a few individuals or startups (or at least not too much). I think, however, that a bigger percentage should be allocated to create a powerful infrastructure for ENS: As I mention, like templates to create dblogs, dstores, dwebsites for companies and for personal dwebsites.
In the future it will be cool (once we have a solid infrastructure) to have a DAO that start incentive the token by buying and burning ENT year after year.
A valuable token with a good market cap would bring a huge new community of users as well as free advertising in coingecko, coinmarketcap, cointelegraph and many others platforms which would end up being beneficial to the ENS ecosystem in general.