For Google, there is no money to be made when people know how to enter URL in a browser's address bar. Money is on users searching for a company using a name each time they want to visit a company website. That way Google can bombard users with adverts. When they click on those adverts, Google get paid. Now companies will be forced to advertise using Google AdWords. So that they can appear on top of the search list. Otherwise Google will show ads of their competitors first.