What is the significance of ENS?

Could you please explain the significance of the Ethereum Name Service, or ENS, in layman's terms? I've heard it mentioned frequently in the crypto sphere, but I'm not quite sure what it offers or why it's so important. Could you break it down for me? How does it simplify transactions or enhance the user experience? Is it just a naming convention, or does it have deeper functionalities? Also, how does it fit into the broader ecosystem of Ethereum and cryptocurrencies?