7 June 2019 Update - Thanks to the valuable feedback we received below, we’re rethinking the approach. You can find that discussion here.
The ENS team proposes moving forward with a short name auction reservation process.
The basic premise is that ENS is more useful the less surprising it is.
To a large part, being less surprising means that known projects in the crypto space can get the name that best represents them.
This approach would also increase ENS adoption. The likelihood of projects adopting ENS is proportional to how well they can represent themselves with it.
The topic’s been under discussion for some time. You can find related discussions here.
After much discussion and debate, the ENS team feels that implementing the following subset of these rules will be the most effective way to achieve the stated goals.
Any DNS domain owner may apply to reserve a short (3-6 character) ENS domain ahead of the auction process.
Public applications must reference an existing DNS domain name, and specify the ENS domain they wish to claim. The DNS domain must have been registered prior to January 1, 2019.
The ENS domain being claimed must be either:
An exact match with the existing DNS domain (foo.com -> foo.eth).
The concatenation of the DNS domain and TLD (bit.fish -> bitfish.eth).
The DNS domain with the suffix ‘eth’ removed, for names ending in eth (asseth.fr -> ass.eth).
Once the public application is submitted, the owner of the DNS domain must create a TXT record on a specific subdomain with a predetermined value to demonstrate their ownership of the DNS domain, to validate the claim.
If multiple valid claims are received for the same ENS domain, the owner of the oldest existing DNS domain name will be awarded the ENS name.
If you hold a strong objection to the reservation process, please let us know why in the comments