2.3 Memorability:
The human mind is more inclined to remember words or patterns that hold personal significance. Vanity addresses capitalize on this aspect by providing users with addresses that are easier to recall and share accurately, reducing the risk of errors in transactions.
In practice, with limited computational resource you only can generate few first character of Bitcoin address (e.g. 1YourBrand...). The rest of characters still looks random and near impossible to remember without any mistake.