The internet of things is coming, but few normal people want to be the intermediary between dozens or the hundreds of connected devices they will encounter each day. So devices must talk to each other but how that will play out is up in the air. Startups and big vendors all have their ideas, and Tuesday night, a new startup made its pitch.

The Wireless Registry has built a service that lets people register a unique name for their connected devices. The startup explains that it is like a DNS for the internet of things, but what it really sounds like is a way to associate your identity, needs and desires with your devices without going out to the internet. The idea is that then, when you enter a place that can read your device, it can share info such as,”don’t track me” or “I’m allergic to peanuts.”

It works…