So whose DNS is it anyway ?
If ICANN were able to dictate the design of DNS resolvers, presumably they could impose resolution of single label DNS queries such as http://nike/ or sales@nike into MX, A or AAAA records. But that isn't how it works. Designers of DNS software, and operating system library designers are very likely to choose to be less obliging for the security reasons described in the otherwise fine article. Tough luck on any marketing droid who reckons a $185K application fee will get them single label names if the software is changed to block resolution of these.
So how long would it take me to edit and recompile gethostbyname() to something which blocks external resolution of single label names if I don't want to let rich single label name marketing wet dreams to compromise my LAN ?
Another approach might be to have the root zone compiled by a more responsible party than ICANN. This zone is a very small file which doesn't change very often, and it doesn't take much effort to write a shell script making use of dig to enumerate the current version. All that would take would be for the relatively few engineers who develop and distribute DNS client and resolver software to agree on a better root zone provider.