Cloudflare (which has somewhat shady ties to us govt maybe) is pushing hard for DNS over secure channel and it's pissing off ISP's. Because they won't be able to sell personalized browsing history if is catches on....
Control/view of DNS requests is worth A LOT of money to advertisers/ISP's because it's currently immune to ad blockers and ties a user directly to their IP and real info. It's even better than browsing history because it includes everything a user does outside the browser as well, protocol agnostic, cross device.
It's the perfect example of "metadata" that various companies and agencies collect for all sorts of shitty reasons. It's the last cleartext frontier of activity monitoring.