the company was called realnames.
http://www.realnames.com
they were funded by microsoft, integrated into ie, and then magically microsoft decides not to renew the contract and instead broken address requests to it's msn search portal. quite interesting indeed. so realnames is now defunct.
but eventually as technology changes there will be no more .com or .net or whatever. the interconnections will be more intuitive. as you're more familiar with other things you'll use simpler abbreviations. like gfy. if i type gfy it in my browser it should know that i visit this site and those two (gfy and gofuckyourself.com) are related thus take me there. i suppose a lot of work has to take place in the browser/os/gui for this to happen. maybe even some ai stuff developed.