Peter Barron says,
Saying and remembering numberoneautorepair.com is easier than 18003862548
I don't know anyone who contests this. I don't propose to have people try to remember IP numbers, or PUIs, or any other arbitrary numerical codes. Rather, I propose to let a variety of directory lookup services, including the current DNS, compete as useful mappings from mnemonic names to identifying numerical PUIs. The point here is not to compare domain names to telephone numbers or IP numbers or PUIs, but to compare them to other sorts of keys that we can look up in other sorts of directories. And I certainly cannot nor would I want to eliminate DNS. It will go on as long as people value it enough to support it.
If we separate the unique identifier function in DNS from the directory lookup function, then we can give out numerical unique identifiers very freely. Everyone can have an ample supply of identifiers. Then, each person and business can choose whether or not to acquire a domain name in addition, or whether to subscribe to some other directory service, or whether to depend on directory services that don't require a subscription and mine entries on their own initiative (such as Google).
In the current regime, I need a domain name merely to get a permanent, portable, reroutable, unique identifier for any service that I care to offer. In order to get one, I must work around the concerns and power of others who attach significance to particular names. Even if I choose a name with no significance to anyone, I must deal with a bureaucracy that grew up to deal with naming conflicts. If I had access to a numerical unique identifier with no baggage of naming significance, I could acquire that for a tiny fraction of the cost of a dispute-vulnerable domain name.