Explore the challenges and limitations of using URLs as a security mechanism in this thought-provoking conference talk from USENIX Enigma 2019. Delve into the complexities of user behavior, browser security, and phishing attacks as Google's Emily Stark examines the "URLephant in the room." Learn about the Chrome usable security team's approach to measuring the effectiveness of website identity indicators and consider whether it's time to abandon URLs as a user-facing security tool. Gain insights into homograph attacks, warning design analysis, and incremental approaches to improving web security. Discover the potential need for breaking traditional usable security rules in the quest for better solutions to protect users online.