> who wants web apps to behave differently every time you interact with them?

Technically everyone, we stopped using static pages a while ago.

Imagine pages that can now show you e.g. infinitely customizable UI; or, more likely, extremely personalized ads.

Small anecdote. We were releasing UI changes every 2 weeks making app better more user friendly etc.

Product owners were happy.

Until users came for us with pitchforks as they didn’t want stuff to change constantly.

We backed out to releasing on monthly cadence.

No.

When I go to the dmv website to renew my license, I want it to renew my license every single time

Ah, sure; that's why everyone got Adblock and UBo in first place. Even more under phones.

> infinitely customizable UI; or, more likely, extremely personalized ads

Yeah, NO.