The problem is with discoverability, i.e., knowing that you want to type "nytimes.com" instead of "theonion.com", or even "amazon.com". Most people start at a

The problem is with discoverability, i.e., knowing that you want to type "nytimes.com" instead of "theonion.com", or even "amazon.com". Most people start at a search engine with keywords because that's how we've trained them for the past 25 years.