As a couple of others have alluded to, I think the solution here is pretty simple: search. Businesses have had to distinguish themselves by name and brand alrea

As a couple of others have alluded to, I think the solution here is pretty simple: search. Businesses have had to distinguish themselves by name and brand already for a couple of centuries and I've seen advertisements on a number of occasions use instructions to "Google us" before. Just because search is currently a bit wild west doesn't mean it will always be that way. I can imagine a more standardised search algorithm being provided as an alternative to DNS which would be used both for locating sites and linking to them.