Yes, three words. But combined with their proprietary database... Postal addresses (agreed, not well organized in many countries) and gps coordinates are at least open. And gps coordinates can be shortened by using letters. We would actually only need a universal algorithm that can translate any gps coordination into something readable and back. No database needed. No dependence on any company.
Let's say an earthquake just occurred in a town named "El Pueblo de Nuestra Señora la Reina de los Ángeles de Porciúncula". Emergency personnel can try to lug this big name around, people can try to input into map apps or they can check out the three word address for the town and pass that around much more easily. The example I've given is an exaggeration ( https://en.wikipedia.org/wiki/Wikipedia:Unusual_place_names…
For example, it was nearly impossible to use a cellphone in downtown NYC in the aftermath of the 9/11 attack.
The backup plan would be to have a local copy of the database cached on everyone's phone, but that would take up a lot of space.
Also, who is going to translate the database into every language used in the world? Three English words would be as hard for a Chinese speaker to remember as a pair of geographical coordinates.