Bob's Bakery Buns isn't likely to pick a web address that - at this stage - requires potential visitors to his site to download a plugin to find it. I'd be interested to see what percentage of major brands' .bit addresses become owned by the brands rather than squatters. If the latter percentage is sufficiently high you can pretty much guarantee that fear of phishing will make browser vendors very wary of seamlessly integrating .bit resolution into the standard browser build.