I'm definitely aware of the plugin feature. This is why I asked about the company, to get a better feel if there is a chance this will take off. The plugin took about 3 seconds to download, and it's kind of cool to type in my.name and have my website appear. No http, www, .com, net or any other extension. Simply two words with a period between them. Works great for names. I've already reserved the name for a musician friend of mine, who had to settle on a different 'standard' domain for her official website, since her name was already taken before she got around to having her own site.
Right now it's purely for fun, and I don't really expect it to catch on and become the commonplace. But if enough people took to the system, it could be worthwhile to have. You could just say 'and if you use NameSlinger, the address is my.site - and that's so much easier to remember!
On a bad note, they just posted on their message forum that they are raising their prices. Right now paid names are $5.99/year (and the price was one reason I thought I'd give it a shot) but after the 20th of this month it's going to increase to $15.00/mo. I can almost get two regular domains for that.
Oh well, nothing is perfect. And you do get what you pay for.