I agree with you, especially since you can't assign the words yourself and they are too arbitrary to associate with a physical place. As a marketing tool its of extremely limited value. Can you see a business wanting to be known as hot.banana.rug? Seriously, going to the example of "'union.prop.enjoy" and then look over to the London Paddington rail station, there are several dozen names for the station because of the size of the area used to define a location. One location gives you "civic.food.walks" and a short distance from that you get "years.bits.oasis". There are probably dozens of "names" in their database all pointing to London Paddington station. I can't see how this is going to be anything but mass confusion...