keys must be unique, but names are conventions, so they don't have to.
I search for "Lyn", I get the npub that has the highest probability of being what I am looking for, which is LynAlden (nprofile…3tqm), because of how I am connected to her.
There are many other Lyns out there, some at the center of someone else's WoT.
I don't see why this can't work for websites or other things.