Personally I run either pihole or something similar however setting something similar for all the friends is a bit cumbersome as it at least requires getting a raspberry pi. This seems like a really intriguing alternative although will voice similar concerns as others are expressing that the site does not indicate the source of the funding, motivations for the project, etc. As such that could be a barrier to entrust something as personal as DNS to a service without understanding their motivations and future plans. Would be great if that could be better outlined on the site.