I've seen numerous ideas, such as this, in many of the bigger companies I've worked for; the ones that come up with it seem to forget the fluid nature of the we

I've seen numerous ideas, such as this, in many of the bigger companies I've worked for; the ones that come up with it seem to forget the fluid nature of the web. What they should worry about is the search ranking for any given url and heavily searched keyword search term - not the name of a url. That's just stupid.