Google wants to rethink the URL. Speaking to Wired, Chrome's engineering manager Adrienne Porter Felt said: "They're hard to read, it's hard to know which part of them is supposed to be trusted, and in general I don't think URLs are working as a good way to convey site identity. So we want to move toward a place where web identity is understandable by everyone—they know who they're talking to when they're using a website and they can reason about whether they can trust them. But this will mean big changes in how and when Chrome displays URLs. We want to challenge how URLs should be displayed and question it as we're figuring out the right way to convey identity."

Chrome's director of engineering, Parisa Tabriz, told Wired, "I don't know what this will look like, because it's an active discussion in the team right now. But I do know that whatever we propose is going to be controversial. That's one of the challenges with a really old and open and sprawling platform. Change will be controversial whatever form it takes. But it's important we do something, because everyone is unsatisfied by URLs. They kind of suck."

Watch out for this, as first they will force all sites to SSL, next start approving SSL, next start getting fees for approval of each page, and later will start to get fees to having you in search and be allowed in their browser. This guys think big.