There is no traction because it's a vanity item. Most people/businesses need their websites to work on the average Joe/Jane's mobile phone, not just on some specialized browser that only a few people use. (=Chrome, Safari, Edge)
And Brave and NextDNS aren't popular enough for your threshold?
Handshake is exactly what would stop the issue happening in TFA, yet everyone ignores it here.
For something to go mainstream, you have to talk about it...
HN is not a very good tech site if you only talk about the tech that the common person already knows about.
The projects mentioned in this thread aren't the first to offer an expanded DNS solution for one reason or another. None of them gained traction.
Hence why Twitter still has no viable competitor or replacement, especially when the money is still there despite all the hype and mania of it 'dying'.