I think Firefox 3.0 has added a feature to go in this direction. When you start typing in the address bar, it searches the titles and urls to match what you are typing instead of just the url. It's a lot easier to find pages that you visited this way.
In Firefox 2.0 the behavior that already exists seems to be like Google's "I'm feeling lucky" search. doda.jp is the first result from typing "doda" in to google.jp (but not google.com, interestingly) so probably if you have google.jp set as your default search engine in your browser then typing the brand name in to your browser should just work.
It's a very neat Bayesian DWIM thing.
Getting back to the OP, I think it's a non sequitur to go from "URLs have been downplayed in packaging and advertisements" to "URLs are out", though.
