(There was a learning process. In the early days, there was reoccurring theme with clients and new websites, which were also their first intense exposure to the web, where first as much as possible pages had to open in a new window -- "I don't want my page to go away" -- followed by the moment, the client learned the back button and asked, why it wasn't working with those links.)
Regarding big names hoisted to TLDs: They are free to buy one, if they care. (For those big names, it's a small investment.) Otherwise, who is to decide, who is big enough and who just fails the test? Is this discriminatory, may it even hurt a viable interest? Is this still net-neutral? And, ultimately, I'm not sure, if single-word host names weren't rather apt to add to the confusion. (Autocompletion works just fine for this, anyway.)
You could show all the nitty gritty details of the URL and more tech-savvy users could learn over time, but non-tech users would have a simple alias that always takes them to a trusted site.
Something like a cross between AOL terms and trust-on-first-use system.
They will: http://apple
That it drives traffic to their search engine and increases their revenue. A lot of people always use a search engine to navigate to sites anyway, even if it's a site they've been to many times before and even if the URI is as simple as https://somecompany.com.
Personally, I always want to see the full URI.