Considering your "Go to curb.app" solution, to be brutally honest I think at least 50% of the world has no idea what the difference between "Go to curb.app" and "Download the Curb app" is. They are both practically the same. "Guarantee that I won't be tricked away by a scammer" - yeah, no. There are already too many TLDs to squat on that remove any usefulness of a "short and memorable name" on a new one.

I feel like there's some sort of legitimate blockchain solution to be had here that doesn't involve a centralised authority. Who got there first, what domains they have owned continuously, and what products they control perhaps...