Event Hub Consumer Consumer Groups Confusion

I am a bit confused with EventHub ConsumerGroups. I am currently sending event data to<NAMESPACE>.servicebus.windows.net/<EVENT_HUB_NAME>/publishers/<PUBLISHER_NAME>, which gives me a 201 so all is good.

1) Am I to assume this URI is always of this format for sending to the hub?

2) If 1) is true, then I don't see the benefit of creating a ConsumerGroup. If false, then I could create a ConsumerGroup on a URI such as NAMESPACE>.servicebus.windows.net/<EVENT_HUB_NAME>/publishers/<PUBLISHER_NAME>/livingroom.

I guess the short of it is I have no idea why I would create a ConsumerGroup and secondly what does it buy me?

thanks in advance