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What does WebMCP refer to in this context? I'm familiar with MCP as a protocol, but not sure how the "Web" prefix changes the scope or whether it's a different thing entirely.

Thanks, checking it out. Looks like the standard extends MCP to run in browser contexts with web-specific transports and sandboxing. Definitely clarifies the scope.

'Assembles itself per visitor' cuts differently for the agent audience: a page regenerated every visit is max instability for anything parsing rendered UI. Personalize presentation for humans, but keep the callable contract (WebMCP tools) invariant — vary the data, not the interface.

Which lands on the gap the piece leaves open: 'audience of one' only pays off if you can see what each audience actually did. For agents that isn't eyeballing a generated page — it's logging which agent called which tool. Personalization + measurement are one problem. (I build here, biased.)

The personalization can be for both humans and agents, not just UI. Agents can also take advantage of non UI personalization. Then key metrics can be measured

Agreed — that's the sharper cut. For agents the personalization moves off the rendered page into the tool's return payload (ranked results, tailored params); the signature stays invariant so the call stays reliable. The "audience of one" lives in the response, not the UI.