Human readable accounts so you can send to Jonathan#100 instead of having to memorize bitcoincash:qp3wjpa3tjlj042z2wv7hahsldgwhwy0rq9sywjpyy
Registrations and lookups are public on the Bitcoin Cash blockchain. There is no risk of a central server being hacked and replacing everyones alias with the attacker's address.
Expandable format includes support for popular implementations like Simple Ledger Protocol tokens. For example: tokenAware#15874.