I don't generally link to the Trademark Blog, because I assume that if you're reading this you're reading that, but Marty has a great post heralding the death of the URL for advertising purposes and concluding that "the domain name system is damage and the trademark community should route around it." And it gives me the opportunity to share a picture I took in Greenwich Village several years ago:
See also "Google 'Pontiac' to find out more."
Although I am skeptical that domain names will actually disappear, I agree that search terms are useful additions to the internet user's arsenal. (Alternate post title: "U RLY?")