There is an AMP proposal for certificates to replace DNS for web site identity. In that scenario, Chrome would stop showing URLs and would only show the human-readable identity that signed the page, as validated by a certificate. This would allow signed site pages to be navigated offline or replicated widely or blacklisted.
I don't really want to drill into what's happening with AMP, but I am skeptical of attempts to move from domains to some concept of real world entities with signing. We tried that with EV certs, but it turned out pretty easy, albeit expensive, for bad guys to get EV certs.
Demo video & more info: https://news.ycombinator.com/item?id=17923156