Most typical users don't care about URLs, and many people don't know the difference between typing a URL into their address bar or typing a search term to get t

Most typical users don't care about URLs, and many people don't know the difference between typing a URL into their address bar or typing a search term to get them there. (IMHO, that's an unfortunate truth.) The primary problem with that truth is that without URLs, we inherently have to rely on a search engine's ranking to determine which terms lead to which site. I suppose the fancy address bars in Chrome, etc., will get it right most of the time. In the end, Google seems to become a fancy DNS server.