Does URL structure really matter to users?

I have seen a bunch of answers regarding URL structure and SEO. However, I would like to know does URL structure really matter to users?

For example, if I have:


Do users really care if I point them to vs if the brands are all somewhat related?

By looking at larger sites like Google or Amazon, it doesn’t seem like URLs matter as long as you have a decent navigation and search capability. For example, a lot of google websites are just However, I have also seen a lot of articles that imply a structure like that isn’t standard if you have different brands.