I'm familiar with the linking capabilities of apps, at least for iOS (haven't played with Android). I think it's a bit limited, as it currently stands, but I feel like the intent of the url schemes is somewhat different from the idea of linking on the web. On the web, you typically link to open content, whereas I feel like apps tend to be more personalized; seems like linking wouldn't work quite the same. Interested to think more about that, though.