OCLC naming names

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Spied at Access y2k was the new (live? prototype? for sale? for free?) Open Name Services from OCLC. It doesn things with ISBNs, ISSNs, SICI, OpenURL, Handles, and such. They say "we would like to propose that identifiers on the Web reflect the names used before the Web came into being." Hmm, so how do they account for things born webbed?