If the reader has access to an openURL resolver then this Latent OpenURL idea comes to the rescue. To oversimplify, the link in html is an anchor that includes the openURL for the article but the OpenURL is preceeded by text that tells the viewing application to get specific information about the resolver that the reader has access to.
Eric Hellman of Openly Informatics has a page that sumarizes where the work stands now. There is a discussion of its development in the archives of the GCS-PCS list.*