The DNS is not a directory like a phone book. Your idea is kind of cute, 
but I don't know why, as a business, I should be forced to link to the 
yellowpages section on similar businesses (competitors) or why businesses 
should be forced to be associated with their home state with your 
<state>.<name>.firm.au structure.

What a crock - the .au domain space should be opened up so you can just 
have <companyname>.au. I think for the sort of directory you want, UDDI is 
a much more viable option.