Is there a writeup on how to use the Naming Service?
On the Naming Service tab click on register in order to grab a name that you like.
Select the account that will register the name (owner) and enter value.

Value can be text, URL (starting with http://) or HTML code.
If you already own a name you can update the value anytime you like.
Web server loads the value of the registered name.If the value it's a URL, redirects to this URL, if it's text, displays the text, if it's HTML code, loads it on the browser.
You can see examples
here.