The obvious advantage of using domain names and in general URLs as the package names is that the Go project doesn't have to run a registry for package names. Running a registry is both a technical and especially a political challenge, as you must deal with contention over names, people trying to recover access to their names, and so on. By using URLs, the Go project was able to avoid touching all of those issues; instead they're the problem of domain name registries, code hosting providers, and so on.