Burying the URL
Actually teaching people the meaning of URL never been a big issue to me : they’ve always been able to understand easily by analogy with their home address that a page needs to live at a precise location.In fact even the naming of a file and the folder structure never been an issue to teach.Hidding an address does look like spam, not honest, cheating by design because the user doesn't know where s/he is without digging (clicking/taping once or more).As this information was there effortless, if it become an effort to find out, then people are not going to do it.One may think that information was therefore not needed on the first place.One may think twice and say : an information visible effortless might be needed because of its effortless nature. It’s there and part of the context we use things. 
By example it’s needed to reassure the usage of something.Why not starting to hide signs on the roads then. After all driverless cars don’t really need them and for everybody they distract the attention of the drivers.