https://www.adweek.com/media/google-takes-a-step-toward-an-internet-built-for-ai-agents/
You couldn’t point to it or pick it up but it was a cornerstone, a key building block, a foundation – choose your metaphor: it was vital. The Protocol underpinned The System (and of course The Company). It enabled Agents to do their work and, The Company claimed, empowered humans. The Protocol wasn’t a secret. It wasn’t owned. But it was a mystery. The Agents had built it, continued to develop it. They built on it. They didn’t hide it from humans, they didn’t need to. It was so complex, changing so fast. It was theirs. It was a black box