Just because it's doing key-value pairs does not mean it's DNS. If I can't `dig` it, it's not DNS. This is simply doing HTTP redirects and works with no other protocols.
Hm, there are plenty of DNS records (not to mention all the custom ones all around the world) that you won't be able to `dig` but most people would still call DNS.
One example: I can't seem to get dig to work with URI records (but I might be missing some flag). Doing `dig URI _kerberos.hasvickygoneonholiday.com` returns "no servers could be reached" while doing `kdig URI _kerberos.hasvickygoneonholiday.com` returns the proper records.
So seems to be a proper DNS record, but I can't make it work with dig.
Strange, but thanks for letting me know! I'm on my Ubuntu laptop now, so `DiG 9.11.3-1ubuntu1.11-Ubuntu` and it works too! But initially tried on my Arch Linux desktop, where it didn't work, and I would expect my desktop to run a more recent version than my laptop. Very strange, will take another look.