Web2 Internet standard domain names – like any .com -- can now be linked to a digital wallet address on the Ethereum Name Service, a melding of disparate forces that reminds one of Oscar and Felix from The Odd Couple.

The deal between ENS and the domain registrar GoDaddy allows someone with a personal domain name – like a blog url or a profile on a social media site – to connect that account to a digital wallet for crypto purposes. ENS said in a statement today that the process will come without the fees that have thus far hindered efforts to link the second and third generations of Internet infrastructure via one account.

“The real motivation here was basically onboarding web2 domains and web2 organizations on to ENS without any transaction fees or having to set up a wallet or anything like that,” Nick Johnson, the founder of ENS, said to me in an interview. For example, if Amazon.com wanted to link its domain via ENS, it would point to a wallet controlled by Amazon on the Ethereum blockchain

Another use that’s still being developed is using the Domain Name System (DNS) as a profile for decentralized apps, Johnson said. “You could log on with your dot.com name and it would show your profile picture and your Twitter handle and all the other things you have if you’ve filled out your profile,” Johnson said.

There are two natural users of the DNS linking, Johnson said. The first is organizations that can now set up a web3 presence by using only their existing domain name. “The other is people using this to leverage user onboarding and so forth – a site that offers profiles to individual users, something like Facebook, could set up a subdomain for each user that lets them configure their wallet and the whole thing can be done without needing to build complex on-chain infrastructure.”

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GoDaddy is streamlining the process of having to configure DNS records to resolve to an ENS address, which can be cumbersome, as long as the user has a DNS registered with the company, Johnson said.

“ENS has always believed that building a public good like a naming system is a global endeavor and the best way to do it is to build on and extend existing systems – so DNS – and this is a continuation of our commitment to that. DNS names should be first-class citizens just like .eth is.”

ENS is open to working with other domain registrars to make the same connection to digital wallets, Johnson said.