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For us software engineers, the details of how something is implemented become more important than the goals they serve. Navigating to a site using a URL is such a detail. Main stream people only care about the end goal. Searching for a site name is "simpler" than entering a cryptic URL.

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When talking about webpages consulted on a regular basis (like facebook, for example), thanks to the 'omniboxes', there is no such thing as URLs anymore, don't you think? The browser does all the work in a few keyboard hits.

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