Comment by jholloway7

I don't think they're proposing this for anything other than a prototyping solution along the lines of this:

http://xip.io/

There are cases where you simply want to use a name during development because it generalizes better for the eventual production case, but you don't care what the name is, you don't care if anyone can memorize it, you just need it to be a name and not an IP address.