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Could we just get rid of naming authorities all together? Why not just let trusted listing agencies handle it and users can simply pick the one(s) they wish to use. For instance, let's say I want to publish a website under the name "sony". Okay, that's fine, but it's going to get a lower priority then the offical Sony, Inc. site b/c any listing agency is obviously going to serve up that site when a user puts "sony" in their browser's address bar. However, a user could opt for an alternate listing agency --maybe one the offers no commercial listings, and then maybe my site would come up through them. Browsers could make it easy to switch between listing agencies and prioritize them.



This is already possible with the current DNS system. The listing agencies are commonly called "DNS servers" and they may chose to disregard the authoritive DNS servers. End users can typically list which DNS servers they want to use by order of priority within their OS/browser DNS settings.




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