I understand the need to link back to an app. It’s important, but I’m voting for the open web.
All the search and discovery interactions *should* start out on a website somewhere, then link back to your home website (or possibly an app) to share and like.
But, using a new URL scheme will lock out everyone who doesn’t have an app installed, and that’s a bad UX.
Plus, I think we can solve this “back to my server” issue in other ways WITHOUT needing a URL scheme, like: #FEP3b86
It's to trigger the protocol handler.