The Star Mention

Jenna Wortham, reporting for The New York Times:

He calls the new syntax a "star mention." Two asterisks are typed around the name of, say, a restaurant or a city, and clicking on that star mention will lead to more information about it. "That is our atomic unit for content," he said. He hopes it will one day be universally recognizable.

All well and good except how are you going to get users, and publishers for that matter, to support it?