I run my own DNS servers and hijack other people's domains on my network (to black hole the big advertiser domains).

I also run my own PKI, which includes a CA server to sign local TLS certs.

So I don't see DNS as being as centralized on the same level as "Google".

Sure, there are root nameservers which are typically consulted to find the next hop in the chain. And yes, it'd be nice to replace this first hop with something else that is equally easy to remember. It just doesn't seem nearly as high priority to me as getting people away from Facebook, Google, Apple, Microsoft...