Even in today's intensively hyperlinked environment, full bibliographic citations continue to serve the important functions of attribution, accountability, and conversation that are at the heart of scholarly publishing. However, the long‐running tradition of citation documentation is being increasingly eroded and challenged by new Web technologies and practices. This paper discusses the implications of scholarly publishing reference practices in the rapidly evolving medium of the Web. A model for greater separation of author‐documented citations and user‐centric linking is proposed.