Everyone knows that GoDaddy isn't a great company (including the small business owners that use them); it's interesting that they don't have a strong direct competitor. There are many registrars, but none that have nearly the level of traction that GoDaddy has.

Seems like an opportunity for some company to be the Zappos / Southwest / Amazon of domain registration - easy to use, no-frills, low-cost, excellent customer service. I wonder why that company isn't out there yet.