Granted, most people do not bother using this feature, but it is also true that most non-technical people don't even bother with typing a URL, they use a search engine as a proxy anyway.
In fact it would be a good idea, ecologically, to have a system that educate its users to give their own nickname to website they visit often and use them rather than performing a search query. Especially if it is as simple as clicking a "bookmark as 'xxxxx'" with xxxxx being the default name of the service/website in your browser, with a TOFU principle :).