Domain names for addresses - is not a new idea. It was in place already in 2015 (domain was btcaddr.es).
I've used it a couple of times back then, since Bitcoin was small (200-250$, heh) and the amounts transferred were also small.
Today I know much more, today Bitcoin is more expensive, today I would not risk any satoshi get stolen from me.
The domain in the way I've used it back then was centralized. That's a big risk, the "DNS" can at any time decide to send the funds to his own address instead of the one you registered.
Today, at least what I know about .zil, blockchain is used there. That should be safer, although I expect the ziliqua network not too strong and a 51% is not so hard to be done. A more important drawback (for now, at least) is that only some unknown wallet has the ability to handle .zil addresses. The idea is not bad and can grow well. But it has to grow a little more to be useful/usable. Then maybe I'll use this kind of feature again.