[Rubber Duck]

Originally Posted by Giant

"naming infrastructure" can be changed, and it won't change the nature of names. Humans still need names, and names are still representing IPs. Even Puny Code is changed to Horse Code, the names we hold are still valid.

Got it in one. Sites need to be identified by computers using IPs. Domain Names are simply Aliases, but they are essential. If you change the IP address for techinical reasons you simply cannot update millions of users each time, so even if human could remember the IP address due to some chip implanted in their skull they would still need domain names. The only way to rationalise the domain name system would be to kick the extensions into touch as has been suggest by many of the intellectually challenged at DNFs. The fact is that would remove much of the scope for expanding an already tight domain structure, unless the names actually became the extensions and the domain owners became registries renting sub-domains. Sound like a recipe for disaster from where I am standing. No, the truth is the current naming system is about at good as it gets and legal ramnifications for changing it are unthinkable. The only alteration I can see of any note is the introduction of extensionless universal keywords that might be rented out in a similar way to Premium.tv.

The problem with this industry is that everyone follows the frothy news stories that come out every week, but most can see the very real changes that are going on almost unnoticed. They are much more interested in pixel marketing!