The use of PKI referred to in the article isn't about domain names. PKI can be used for trust projection and verification beyond domain names, that is what the article refers to.
How would giving them even more expressive mechanisms for delegation of trust to third parties improve this situation?
Edit: I say that it is “consumer hostile” because they’ve used PKI and contract law to construct a complicated system of subcontractors that allows them to process mortgages without ever providing a single cryptographic proof that anyone involved in the transaction is a representative of the bank. (And the result is that many people have recently lost their homes to fraud.)