The platform owners have spent two decades de-emphasizing domains, so it's not too surprising that most people struggle to understand how they work. I think that can change with education and awareness if domains as identity start to catch on. It just takes time.

For now, I think wider adoption of things like DomainConnect [1] would make a difference. It works really well to set up an MS365 account with DNS hosted at Cloudflare, but it would need a workflow that supports sending requests to your DNS admin rather than assuming everyone is a DNS admin.

> A lot of people do not want to look at and understand domain names, instead they want to see a name and a check mark. They want a central authority to tell them who is trustworthy and who is not.

I think 'trustworthy' is a key word there and would add that I think a lot of regular people conflate identity verification with moderation. It's important to keep those separate because as soon as an identity system becomes a moderation system, it's worthless.

That's what makes domains so great for identity, especially with the way the AT protocol works. It helps to create a clear separation between identity verification and moderation. Moderation is much harder than identity verification, so having a clear line between the two should make it easier to develop technical systems that perform identity verification.

For pure identity verification, I think BIMI [2] is sitting on a solution they don't even realize they have. They're too tunnel visioned on email verification, but the system they've built with VMC (verified mark certificates) works as a decentralized system of logo verification. For example, I can tell you this logo [3] is trademarked and owned by 'cnn.com' and I can do it via technical means starting with the domain name:

dig default._bimi.cnn.com TXT

Seeing a 3rd party URL in the TXT value makes me think the implementation is weak since that would be better as a CNAME pointing to a TXT record managed by a 3rd party, but I've never looked into the details enough to know if it'll follow CNAMEs (like ACME or DKIM do).

Also, the VMCs are only good for high value brands because CNN is paying DigiCert $1600 / year for the certificate, but, since it's just PKI, it allows anyone to put up that logo with a verified badge on the @cnn.com identity. A more accurate badge would be the registered trademark symbol [4].

Even though that only works for high value brands that own a logomark, it works extremely well and would be a great start to a system that's easier for the average person to understand because logos are a simpler concept than something abstract like domains and no one is spending the time and effort needed to get a fake VMC (if it's even possible).

The Bluesky implementation for domain verification has a long way to go though. It's very naive at the moment and doesn't even do a proper job of dealing with changes in domain ownership. In fact, almost everyone doing domain validation is doing it wrong because very few implementation do re-validation from what I've seen.

1. https://www.domainconnect.org/

2. https://bimigroup.org/

3. https://amplify.valimail.com/bimi/time-warner/I0vDrJpkRnB-ca...

4. https://en.wikipedia.org/wiki/Registered_trademark_symbol