If I register a name "joe" and linked it to my qora address I can ask you to send coins to "joe" instead of sending you 20+ characters address.
Or names could be linked to URLs. Browsers doesn't support such things at the moment but for example there already exist Nxt addons (oh how does it called) for Chrome and Firefox and if you install it you can type URL that looks like nxt:apple, nxt:porn which linked to websites. Probably someday all browsers will include such things.
There're much more things names could be linked to.