ENS treats domain names like NFTs. So we can have applications that use your ENS domain as your identity, it can work as a decentralized / uncensorable alternative to OpenID, it can be used as an actual domain (you can use <your ens name>.eth.link to redirect to a IPNS name for instance, and the ENS devs are working to get a top-level domain that can integrate with actual DNS.
Unlock uses NFTs as keys for access control. This means that you could have decentralized alternatives to substack or any kind of paywalled content, but one thought that really interests me is that we could imagine in the future that kind of service provider will not be able to lock you into a contract, and we will be able to avoid any type of billing overcharges of surprise bills. Coupled with the idea of "streaming payments" (i.e, periodic transfers of micro-payments), we could be able to run subscription services by the hour/minute/second, and to cancel it you can simply close the payment stream.