I have read up on Uri and File type association for Windows Phone 8 Apps.
http://msdn.microsoft.com/en-us/library/windowsphone/develop/jj206987(v=vs.105).aspx
and its is clearly documented that there are some file types that will always be handled by a particular windows phone application.
http://msdn.microsoft.com/en-us/library/windowsphone/develop/jj207065(v=vs.105).aspx
But when you navigate to the photo gallery and select an image there is an option to "share" the image to apps that have seemingly been associated with that file type.
If you were to select a document in the office application you would see a smiliar share option in the context menu / app bar as well
How can my app also accept .jpgs / .pptx / .mp4 -s or other file types that are documented as being reserved, the same way the twitter or gmail app may receive an image being shared from the gallery?