If Google becomes the resolution server for this new registry. I see how the pay-per-click becomes more efficient and the emphasis changes.
The value of the click changes.
The emphasis shifts from how may times a user went to the site to what device and from what identifier. This shift will provide a much more effective way to determine what advertising campaign is working AND what identifier created the most traffic.
For examples of what identifers are and how a company like 7-Up could use them are here.
Which identifier (texting "UPYOURS, the barcode on every 7-Up can) and what device (PC or mobile) generated the most traffic.
AS a brand manager I can guage the most efficient form of advertising and adjust accordingly.
Let's say 7-Up registers the keyword "UPYOURS", "UPURS", and all of their barcodes on 7-Up cans. They decide to place "UPYOURS" in all print advertising, and "UPURS" in all TV or radio. Not only can the advertiser provide a direct connection to the targeted site, but they can also see what ad campaign in more effective.
The pay-per-click isn't the only way to het to a targeted site anymore. A site can be accessed through a barcode, a 2D code or registered word.
Search engines have to realize this.