suppose, for example, newegg wants to have @newegg for their alias but someone else has taken it already. they can take another alias that works but there's still someone out their with the company name as their alias.
It runs into the same problem that domain names do - someone already registered a bunch of obvious ones very early in the game, for example.
They're transferrable, if you can get in touch with the owner, though that part of the code isn't entirely ready. An alias can be re-bound to a different public key, so the person who registers 'newegg' could sell it to them. Or, one could imagine, could be forced to transfer it via WIPO or some other organization, should BBR succeed to that degree.
If alias's are a good idea, then people should be able to register enough for everyone, like a domain name or an email address. In addition, like a domain name, an alias should perhaps cost a certain amount per year otherwise they get released and it would cost a lot to just sit on them.
Thing is, at the moment people might get into boolberries in five years as CryptoCoins are in their height, and someone is attracted to boolberry because of alias only to find out that less than 2 million alias exist and there are not enough for everyone, now alias is useless to the little guy, only the early adopter or rich gets an alias.
It's a poorly thought out idea and its shortcomings are "vision".
Zoidberg is a smart guy, even though I am anti-boolberries, I think that if he stopped being stubborn about this he could figure out a way to make it fair and useful making boolberries an even more attractive investment. I actually think Zoidberg could solve this and actually make it useful, perhaps even go a step further and compete with Namecoin?
For example, Nxt alias can be registered by anyone and is decentralized, perhaps use that as a starting point. The downside to the Nxt system is that there is no recurring fee, which I believe should be a thing.