Exactly. For corporations to spend huge amounts of money for an address, they need to be able to protect them as intellectual property. This opens the door for trademarks to be used as valuable addresses as generic names online. Google owns search, but now corporations have a weapon to leverage and insure that a generic address can be coined as a sticky brand for direct traffic. Everything is about perception. It may very well change the landscape of direct navigation that these prized addresses can be leveraged as corner stones of a business or corporation. Some may try to downplay this but I believe it opens the door in the future for domain names to be be defined as a Right and as Property.