Also, there's really no explaination by the author as to how fb://profile/drivebyacct2 is any better than http://facebook.com/profile/drivebyacct2. Now there will be a landrush of people trying to claim protocol prefixes now too? Why bother, domains are already intrensic enough to online brands, why create a whole new area to deal with? Not to mention user confusion. Yes, that's "eff-bee colon slash slash", "no, don't put www first", etc.