No problem, I think their biggest value add will come in mobile commerce, where they can push people towards a "buy now" page within an app that has already been installed.
It seems like Facebook sees the same thing happening.
Of course, I am curious to see how this affects game developers - I've encountered a few who have rolled their own retargeting solutions on top of house ads. It seems like game developers are especially reluctant to pay for anything except to pump up their install count in order to reach the top of app store rankings (seems like using SEM to boost your SEO).
Any predictions?
As far as game developers, the SEM for SEO strategy is the TapJoy model and it sucks for people who play. One thing I think deep linking could start to do for developers is allow them to cannibalize each other (say Angry Birds started advertising in Candy Crush Saga to people who spent over $X/week and had Angry Birds installed, I know this probably isn't the best example, but it is descriptive at least). Does that push game devs away from allowing in app ads from other game companies?