URL is flat file JSON and contains key-value pairs of common settings, e.g. display name, avatar, language, font size, whether you want dark mode turned on, links to other social networks
For more sensitive information — email address, granular notification preferences, block list, mute list, should algorithms be turned on or off — all exist as pointers to encrypted off-chain datastore like privy.io.
When a user uses “Connect Wallet” for an app / website, their config is automatically imported and any sensitive data can be requested by the app and approved by the user in a single click.
In theory this can be done with ENS but expensive to initially set and update, JSON format would be extensible and lower the friction for permissionless innovation