The mystical creature - the URL - is a link to a resource that doesn't have to be static, it's only the URL that is static. eg. the content might change. So you might want to have the program revisit the resource once in a while to see if there are updates.
A really original idea i see one time: someone was writing a technical book in the first post of their blog, new posts talked about the work they done and linked to that part of the book. At times the posts had almost nothing besides the link, sometimes they talked about the technicalities and considerations of the writing but at times it just talked about every day life, why it was a good or a bad day to write.
When the book was done the blog was replaced by a link where one could buy the printed version.
