Zooko's triangle implies that human-meaningful names will always be contended (to a varying extent) in a decentralized system. But you don't need human-meaningful names to host your services under, only to optionally direct users to them. So an auction system seems like it should be the most appropriate for such user-facing links. Individual users can always opt for some alternative means of indexing, e.g. "petnames" chosen locally or provided by some source that they trust.