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From MSDN: “If your app can support multiple formats, and all those formats are present in the content being shared, we recommend that you process only the format that is the most relevant to your app. For example, if your app shares links, and it receives shared content that has both a link and some text, your app should process only the link.”</p>
http://msdn.microsoft.com/en-us/library/windows/apps/hh771179.aspx
Basically, the data in all formats is expected to be equivalent, with richer formats containing more details, and the others being fallback options in case a target app doesn’t support the richer option (for example, you might share HTML that is nicely formatted, but include a text version with just the plain text content).
In Rowi's case, they inspect the data formats they accept (text, html, uri) and concatenate all of them in to the presented message. Whereas People app seems to prioritize and present only one based on that prioritization.