Is there a way to get Mavericks to mount AFP URLs the old way, by mounting the share point, and not the enclosing folder?
I haven't found a way to configure Finder to behave the old way, so I wrote an Apple Script to mimic the old behavior. The script handles AFP URLs (as well as FTP and CIFS/SMB if you like), mounts the server under the share name and opens a Finder window at the indicated location.

You can set your browser and maybe other programs to open AFP URLs with this script. I don't know if you can convince the Finder though.

Basically the script decomposes the URL into protocol, server name, share name, path and target. It does some basic checks on the URL, mounts the resource under the share name and shows it in Finder.

I bundled it as an application, called URL Handler. You can download and try it out, whether it works for you. The source is included in the disk image, if you want to have a closer look.