In the end it’s possible that the names don’t even matter. For the lookup to work you need a static identifier to which you can associate new ips and new certs. Maybe we can live without the global naming, since we use search engines, social media posts, adds, and qr codes to get where we want to go. 

 Wow, I was spectacularly unclear 🙈 I meant to say that the static identifier can as well be a satoshi name even if it’s a mostly random mix of letters and the websites and users can then name themselves whatever they want.