Just a note to myself - now that I'm in webservices open computation etc. etc. mode. Link farms, i.e. networks of circular refererers who try to boost site relevancy in search engines are simply viruses attempting to piggyback information to your machine using the open interface of HTTP
When all of these ideas about openness take off, the grand scheme notions of security and identification will all fail and we will have to fall back of a security model that is open and experience- and reputation-based. It will probably employ huge masses of throwaway certificates manufactured for specific computations/validations but kept around for reputation purposes.
The certificates themselves will, sooner or later, enter the address space, so that addresses are essentially anonymous. The navigation for adressess will be based on dynamic content based services like Google, not static services like DNS, and the whole system will end up lookin gmore like a biosystem.