I like the way Bunny.net does paid DNS, 20M monthly queries for $1 and $0.1/M after that. With an API included, ofc. Now that’s the kind of pricing I can get into as a self-hoster, not $20/mo.
GoDaddy advertises a lot, basically. So whenever a person who’s never owned a domain before searches for “get a new domain” they’re gonna get GoDaddy, NameCheap and (ironically) Google Domains as the top results. That’s pretty much all there is to it.