How things work on the www:
- rent globally unique #domain name and point it to your server
- do song and dance get cryptographic certificate that "proves" your server is actually the right one for that domain.
Isn't that backwards? It puts the emphasis on the globally unique name which is in contention by definition.
Wouldn't it make more sense to generate the key pair and then associate human-readable names to it. I guess it's basically pet names for websites, but why not?