It is perhaps ironic that your primary objection to my line of thinking is that it gates out smaller players and startups, potentially, but then you mention trusting google.com because it's baked into your browser, which of course, gates out everyone but one centralized monopoly deeming itself trustworthy. (Note: I have removed a litany of malicious Chromium-based browser installs from people's PCs in the last year, I am not sure convincing the average user to trust their browser is a good plan.)

And what about https://www.xn--80ak6aa92e.com/? How is the average user supposed to keep up with the latest and greatest ways to pretend to be someone else's URL? I mean, goog1e.com is likely to still be a reasonably effective deception to the average user. Should nobody ever click a link from anywhere, and solely find websites by memorizing the URLs and typing them in?