links rendered with arbitrary text, like web-style links?

[notuntoward]

This looks much better in the buffer than the standard cite: rendering. Is it also possible to use it to display arbitrary text in the rendered :cite link, as is commonly done with web-style links? For example, like this one: GitHub Community Guidelines.

For my own literature notes, I've found that descriptive links are better, especially a year later, when I'm looking up something and have totally forgotten the significance of some paper -- the author name and year don't help. So, a long time ago, I bent an old version of org-ref to make web-style bibtex links. That old code is now impossibly behind the current org version, so I'm looking to update.