There are several natural developments that would quickly follow the YURL availability.
In commonest practice we learn about a person or institution and absorb some of its reputation. Later we may want to reach the web site of this agent. Our browser was delivered with a rudimentary built in web page that includes YURLs to several directories. These sites are thus recommended by the browser vendor whose code you are already trusting. These sites, among which you can choose, provide YURLs to various institutions along with any necessary information to disambiguate real-world names.