I must be missing something here. How is this supposed to work for receiving payments? Surely people are going to get confused if you ask them for their address and they send you something that looks like a URL.
Once implemented, your wallet name will correspond to your HT username.
example: username.holytransaction.com
If the wallet software everyone else is using doesn't recognise this format, what's the point? Or is the hope that if they see large adoption of the service that all the various wallet providers will add support for it?