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I've always thought of 'deploy' as a generic term for pushing any change to production. I think this is pretty typical - e.g. you deploy your application, even if that just means updating some files.

We can deploy DNS like an app. If we want to add hostnames manually we do it in git and deploy the DNS "app" via hubot.

They probably manage DNS in a Git repository/using Puppet, so deploying may be quite literal. I see no issue with that.

We do this, it works well do us with 200-300 servers.

I deploy public DNS via new images. Image builds are fast, and our DNS changes rarely. When DNS changes frequently I wouldn't recommend it, though. Our internal DNS is using SkyDNS2 (backed by Etcd) instead, because that changes frequently (service registrations etc. as vms are started/stopped). But for the public DNS we like having the one DNS change => one git commit => one Docker image mapping to see who/why/when DNS changed.