DIAL protocol is defined at http://www.dial-multiscreen.org. As you can see though, we need to be authorized to access it this Google Site.
However, an easy Whois record tells us Netflix owns this domain. See http://whois.domaintools.com/dial-multiscreen.org
We can speculate as much as we want here... I'd simply say that Chromium will soon become more aware of new Lounge Devices on the network.