"Noah, Thanks for the thoughtful comment. I want to be a bit more clear on what I'm talking about. As you mentioned, there are ways for developers to implement deep linking in their own apps today. Some are doing it themselves, some are using 3rd party SDKs / toolkits to deep-link enable their own applications. What I've heard from talking to developers in my portfolio and outside of it is that they do want a more consistent way to talk to other applications that I, as a user, have installed on my phone. So while they can control the way that they implement deep links on their own apps, they have virtually no control over how other developers have chosen to implement it. So it makes it harder to have good, consistent app-to-app experiences. I though the FB demo of what they want AppLinks to enable at F8 to be fairly compelling. And in talking to folks, it seems like there is some fear that the way in which apps talk to each other to enable deep linking could become balkanized. I think..." - Charles Hudson