An alternative "do something about it" option is to just create a new name system (either based on DNS protocols, or something entirely new) that is controlled

An alternative "do something about it" option is to just create a new name system (either based on DNS protocols, or something entirely new) that is controlled by someone more responsible. DNS is just an internet application like anything else, nothing is forcing us to use it aside from its broad adoption and lack of support for anything else in modern applications. What it comes down to is: who is both sufficiently dissatisfied with the way DNS is managed and has the clout to get a large group of organizations to move to an alternative? Or perhaps: what is the killer app that is incompatible with how ISOC runs things that would get people to switch?