This is interesting.
“Consider what it would mean for Web publishers if lots of other companies decided to demand a say over how other sites linked to them. Jones Day wants URLs used as anchor text, but it’s not hard to imagine that another company would want something else—a name or a description, for instance. Web sites could then be forced to use different linking protocols for every company they write about. Not only would they lose control over stylistic decisions, but accommodating a variety of individual requests could prove clunky and labor intensive, which also means expensive.”