Your complaint is ironic given that 1e100.net is the result of an effort to standardise the naming of all Google's addresses. Once you know that 1e100.net is Google you never have to look it up again.
Besides, even if we picked some other domain you'd still need to look it up to determine whether it was actually us or someone pretending to be us.
Besides, even if we picked some other domain you'd still need to look it up to determine whether it was actually us or someone pretending to be us.