In this article I will explain the motivations behind the SocialDNS Project. I will justify why the DNS system is NOT the phone book of the Internet. More concretely, DNS is not a public directory nor enables search mechanisms over meta-information related to domains. In this line, I will present the advantages of SocialDNS, a naming and directory system that aims to become the phone book of the Web. SocialDNS is NOT another alternative DNS root nor aims to replace the current DNS for resolving domain names. It complements the existing DNS to offer advanced services that are beyond the scope of the existing infrastructure for Web settings. more