None of Google Domain's features are novel. In fact the article spent most of its time talking about an up-sell. Which isn't to say Google Domain isn't a good product, just that we now should look at price because nothing else seems interesting... ~ Google Domains charges $12/year for .COM, .NET, .ORG. ~ NameCheap charges $10.69/year for .COM, $11.98/year for .NET, and $11.48/year for .ORG. Sometimes with an 18c/year…
One of the headaches of setting up a domain is getting the email sorted correctly. Instant integration to Gmail is a nice feature. If you want privacy protection on your whois lookups, then Google would be cheaper than the other providers, as they sell it as an add-on. I also trust Google to have speedy DNS servers, if you're leaving the defaults in place. GoDaddy's DNS can be quite slow. Perhaps not a "mind-blowing"…
name.com has had that for years. Click a button and it configures all the MX records for you and a few CNAMES on top (so you can do stuff like mail.yourdomain.com and calendar.yourdomain.com).