Hey, props for responding to criticism! As a (now ex-)neurobiologist, it's maddening when journalists don't cite the paper they talk about. I helped start ResearchBlogging.org way back in the day to help fight this very problem.
If I may make a suggestion: wrap your citations in OpenURL COinS format. ResearchBlogging.org provides this functionality automatically, but you can do it yourself too. It provides a lot of useful meta-data, citation information and the ability for plugins to interact intelligently with the web-page
It's related. DOI is basically a universal identifier that acts as a "domain name" for academic literature. This is to prevent broken links over time.
The big providers (Elsevier, etc) are obligated to maintain the DOI no matter what happens on their end. E.g they may completely change their site architecture, or change domain name, but as long as they keep the DOI updated with the current location of the paper nothing goes wrong. DOI's all around the internet will still continue to point at the paper.
It's a lot more robust than directly linking to the paper itself.
COINS is a way to embed bibliographic meta-data into a webpage. There are a number of plugins/extensions that will grab this metadata and do useful things. One example is an extension which automatically redirects links through your library's link resolver so you get the paper and not the paywall page.
