E.g. GitHub allows you to link a URL in your profile (like so: https://github.com/Half-Shot) which shows up as a
<a rel="nofollow me" class="Link--primary" href="https://mastodon.half-shot.uk/@halfy">https://mastodon.half-shot.uk/@halfy</a>
This is handy because on the other service it can cross reference your ownership of the identity, like so:

Obviously this kind of thing is tricky to support in matrix.to because: