In September, members of Google's Chrome security team put forth a radical proposal: Kill off URLs as we know them.

The researchers aren't actually advocating a change to the web's underlying infrastructure. They do, though, want to rework how browsers convey what website you're looking at, so that you don't have to contend with increasingly long and unintelligible URLs - and the fraud that has sprung up around them.

In a talk at the Bay Area Enigma security conference on Tuesday, Chrome usable security lead Emily Stark is wading into the controversy, detailing Google's first steps toward more robust website identity.