So, what your proposing isn't a vanity address in the usual sense (someone spends an unfathomable amount of gpu cycles trying to brute force an actual bitcoin address that meets their criteria), but rather a site where someone can register a string (an "address") and associate with an actual bitcoin address? Then a customer could go to the site to make a payment using just the string?

It seems like a simple enough idea, but like someone said above, I'm not sure what the benefits would be over having a "Click here to pay!" link on a website would be. Also, bitcoin's regular address scheme handles typos with checksums and such, how would this site prevent typos? If Google registered "Google" on the site, what's to stop a scammer from registering "Googel" to point to their own personal bitcoin address?