Making the analogy to desktop apps is fair, but I think the better question would be why not? The URI scheme registration mechanism in Android and iOS allow the dev to create a new OS level namespace for his or her app and all 'pages' inside. For example, http:// is the scheme for browser app based addresses just as venmo:// is the scheme to address all payments or user profiles in the Venmo app. Why not leverage this technology to make app content more open and easier to access?
Now, if we could just get rid of the app store enforced install process and have apps automatically retrieved and cached, things would be a lot smoother...