Indeed, the article shows a complete ignorance of the real world. Who is going to type "phone://www.your_company’s_domain.com/customer_service" into a phone?

Indeed, the article shows a complete ignorance of the real world. Who is going to type "phone://www.your_company’s_domain.com/customer_service" into a phone? How could you even remember that? SIP does this correctly by using email addresses, but traditional phone numbers are still preferable since all existing phones have numerical keypads. What the author really wants is for his phone to use NAPTR, and for the people he is calling to include SIP or POTS entries for their email addresses.