My idea has the benefit of pure decentralization if structured properly. The website and client would display the top NUR addresses along with a piece of meta-data (possibly a DNS entry like Namecoin uses?) like a website URL for advertising purposes. It wouldn’t require a marketing manager to keep track of which addresses should be displayed on a website/client, and wouldn’t require anyone to keep track of burned NBT addresses.
The onus for evaluating whether it is worth it to participate in the NUR market would be on the merchant side. I don’t see this as a poorly thought out asset requiring constant maintenance actually. Once it is released it would operate freely without our intervention, because there are no requirements for voting or price feeds.
That being said, @Ben usually has great ideas so I’m looking forward to reading what he suggests.