Why use Ethereum name service?

Could you elaborate on the benefits of utilizing the Ethereum Name Service? I'm curious to understand why it's becoming increasingly popular in the crypto world. Is it primarily for ease of use, security enhancements, or does it offer some other unique advantages? How does it compare to traditional DNS systems? And what are the potential implications for the future of decentralized applications and the blockchain ecosystem? I'd appreciate a concise yet comprehensive explanation of its value proposition.