URLs are useless for normal people, normal people don't know what URLs are. They don't have the time for learning what it means. If they want to access a websit

URLs are useless for normal people, normal people don't know what URLs are. They don't have the time for learning what it means. If they want to access a website they will Google for it and click on the first result and don't look at the address bar. As a consequence of that they are easy phishing targets, just setup a domain that looks more or less legit and you're good. Unfortunately the easy solution to that seems to be more walled gardens. I'm pretty sure we'll start seeing Google-certified websites. Registering your website with the Google Search Console will start to become mandatory to appear in the top results. Or implement AMP. So I'm with you but I think it's important to understand that URLs are broken for most people. When you see a perfectly legible piece of text, their brain is automatically blurring it like some piece of flesh in a Japanese Hentai.