Perhaps he's referring to something along the lines of URLs potentially being hidden in upcoming browser updates:
>"So [for the] love of god Google, if only to save me from another meeting conversation about this[,] please hide the URL behind a click in Chrome. And hope the marketeers start to think that covering the world in URLs makes as much sense as covering it in ISBNs or catalogue numbers or Amazon product IDs." //
>"So [for the] love of god Google, if only to save me from another meeting conversation about this[,] please hide the URL behind a click in Chrome. And hope the marketeers start to think that covering the world in URLs makes as much sense as covering it in ISBNs or catalogue numbers or Amazon product IDs." //
From http://smethur.st/posts/176135843.