Google wants to replace URLs with something new

In an interview with Wired, Google Chrome engineering manager Adrienne Porter Felt reveals the search giant is considering a massive overhaul in how we browse the web. Google thinks people have a really hard time understanding URLs, and proposes it's time for something new, that is lose prone to abuse by cybercriminals. The goal is to move to some sort of site identity that can be understood by everyone, but at the moment there's nothing concrete yet.

Porter Felt says the group will be more ready to talk publicly about its ideas this fall or in the spring. And the group notes that the goal isn't to upend URLs haphazardly, but to enhance a vision that is already in place, given that entity identification is foundational to the overall security model of the web. But coming from a company as influential as Google, and one with such powerful vested interest in how people browse and use the web, community scrutiny of any proposal Google puts forth will be crucial.