One is where we make it technically impossible for DNS operators higher in the tree to mess with us. That's what the GNU Name System proposes with the "hyper hyper local root", a petname system which supports delegation, to defeat censorship.
Another one is a domain name cooperative like CCOR.org attempted to build. So the organization serving our TLD is in fact operating transparently in the interests of its members paying administrative fees (think <1$/domain/year)... not a business selling trying to make profits.
In my view we need both! Replace the corrupt pro-business ICANN with a democratic non-profit foundation, and at the same time make it technically harder for bad actors to mess with everyone.
Having a (domain) name on the network should be a free and accessible public service for all. They're half a dozen lines of text (counting glue records and DNSSEC anchors) in a database, it's OUTRAGEOUS we have to pay for that at all. In the early nineties, it used to cost money to host just a few kilobytes of information, and that's why we introduced administrative fees for domain names. Why are we still paying >10$/year for less than a kilobyte of information hosting just so that shady businesses can make a profit?