I hear you, except in reality there are plenty of places a new business might expect users to navigate to their website from, e.g. their URL could be listed in a common proprietary platform such as Yelp or Twitter, and it could also be in a marketing email or even a business card. Hopefully new generations will understand what a URL is, and perhaps some informative campaigns could keep the public aware. We learned how to describe directions around a cute town on a piece of paper when I was in the 2nd grade, so why shouldn't elementary schools teach basic internet essentials to kids at some fairly early grade level?

I'm talking about 20 minutes to several hours after launch.

Also, many won't "google" their website address, but instead their business name. For a newly launched website, many national business directory listings (manta, angies list etc.) will outrank the official site for quite some time.

Completely new sites might take a while to rank, even for the exact keyword/business name.

If they're on AdWords, they could be paying dollars-not-cents every time they google themselves and click on the first (paid) link. Just because they're happy to pay the racketeers when a customer does that, doesn't mean they should pay the racketeers even more because of their own poor understanding of browser use.