People don't need to type the url. Wikipedia is already installed as a search engine on Firefox's search box (and maybe in IE?). Eventually users will learn to use it.
Crome's omnibox search also takes users to wikipedia without visiting google. They could show ads in the omnibox, but the space and user experience is more limited.
And don't forget that most sites don't get all their referrers from Google, so users are getting there via another way. Some of those are indeed direct traffic, without an intermediary.