I don't think naming itself a problem if you have a fully decentralized system. E.g., each agent (org or person) can manage their namespace any way they choose in a single global virtual namespace. I'm imagining something like ipfs/keybasefs/upspin, but for objects, not files, and with some immutability and availability guarantees.
But yes, there should probably be other ways to find these things, using some kind of semantic lookup/negotiation.