Yep-- the problem is that apps competing with a native app are pretty hamstrung. Any address you click on on a web page, in an email, in a calendar event etc-- are going go the Apple App. The alternative is an awkward copy-paste. It's similar to the power the IE used to destroy netscape before the DoJ stepped in and forced them to allow people to change their default browser. Apple isn't anywhere near a monopoly, so won't be forced to change this soon.