In the early days of the internet, people laughed at the idea of buying domain names. Why would anyone pay for something like business.com or cars.com ? Fast forward a few years… and those same domains were selling for millions Now a similar opportunity may be emerging — not with .com, but with Ethereum Name Service (.eth domains) . The question is simple: Are we looking at the early stages of a new digital land rush? From Domain Names to Digital Identity A .eth address is more than just a name.