I think similar. My take it that a DNS equivalent service needs to accept anyone to register a public key, for free :
IE allow anyone to register [public key].subdomain.domain.com
And the registration/update tests you have the private key for that.
But:
1. as sibling comment noted. We need really good key management for that too.
2. how to run such a service with all the complications (like trolls trying to brute force register everything they can)
3. how to fund it
Then everyone hosts their own anything. As an app on their phone. As a server at home or ISP or dedicated hosting service.