37Signals discovers the hyperlink

37Signals have obviously spent some time putting this video together, which serves to demonstrate their discovery of the "hyperlink", which allows users to navigate around their web apps.

I'm struggling to grasp how this adds more value than a bookmark in your browser. I.e. A "Deep Link" to your "Highrise Deals" page would be better served by a bookmark that takes you to a specific deal - far more efficient and fits a more realistic use case of navigating to one of several active deals instead of a list of them all.