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Originally Posted by touchring
Isn't this is what is happening in Japan?
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No it's actually subtly different. In Japan, ads are prompting you to enter specific Japanese key words in yahoo search bar hoping to steer you to the target website because the url of that website is practically impossible for a Japanese to remember in the first place. The effect the guy is noting in his article is about human beings relying on google to provide them with even easy to remember URLs and other facts.
Both are about easy navigation through search engines. One is about when it is impossible to substitute memory for search and the other is about when it is easy to substitute memory for search. The difference is important.