This seems useful as a standard interface, but, again, doesn’t solve the harder discovery problem. Once there is value in appearing in the top results, the system inherits the same adversarial dynamics as SEO/app stores, spam, scams, etc.

The homepage makes it clear this is not another centralized registry susceptible to such issues. The goal is to have a common mechanism inside enterprises. A key aspect here is having agents appear in discovery, so they can call each other. You can see this in pattern Gemini Enterprise