I’ll try to keep it simple, but might be a bit long :) To interact with any decentralised applications or to transfer assets people use their wallets with long addresses consisting of 42 letters and numbers (in case of Ethereum blockchain). Naming services such as ENS are helping to link an address with some human-readable name which is issued as a token on the blockchain and could be used instead of the address (a name could be resolved into the connected address by a wallet). People need and use such names for various use cases. ENS have some disadvantages though, like for example:

• one need to pay $5+ to get a name, and not once, but yearly;
• you can only have a name with .eth ending;
• it’s relying on company servers to resolve images and metadata connected with a specific token, and so on.

0xname just provides a public good alternative for people, who need it, to get their names for free (without any one time or recurring fees), names could be also associated with any community/project/initiative etc (like alice@lemmy) and they use no servers, but store all the information on the blockchain itself that is more resilient.