When Web Addresses Are Discovery Engines

Web addresses are slowly becoming less relevant as tech progresses on a number of fronts. As they're replaced, the systems used in their place will be more than a destination. In fact, they'll be only the beginning of the journey. Soon you'll notice that when the thousands of new gTLDs--terminators like .ketchup, .mormon, and .Amazon--that ICANN is in the process of enabling actually arrive, then how you think about web addresses themselves will change.