Merging content and application
Example: Online bookstores
<A HREF="http://www.amazon.com/exec/obidos/
ISBN=1568843054">
<I>Unauthorized Windows 95</I></A>
<A HREF="http://melville.books.com/scripts/view.exe?
isbn~1568843054">
<IMG SRC="unauthw.gif"></A>
