Maybe I don't understand how the service works. But the way I understand it is, I type in the name of someone I wish to make a deposit to (i.e., 0x), then it gives me a bitcoin address to send the BTC to. I send the BTC, and away I go.
But what would stop me from registering as 0x, and potentially mooching off of people wishing to send BTC to you? Or Ox, to grab typos?
You understand how the service works.
I thought about the problem. And i'm not sure that a service should/can handle it. You a problem which occur with domain names as well as with other product names. Its about trust, reliabilty and integrity.
There are several techniques to implement, which can reduce this problem, like certificates or ID proofs, but they all risk the anonymity of bitcoin.
And the problem you describe is also a problem with the btc adresses. For example somebody advertises with his btc adress. Now i come to their potential customers and tell them i come from him and give them my btc adress to let them pay their bills. I tell them a nice story and they believe me. Same problem, isnt it?
In my opinion, the service can't handle that problem, as it doesnt occur first, with its existence.
If you have an idea, of how it could be handled, please share it. I wont stop thinking about it, but atm I dont have a good idea.