This GitHub readme was helpful in understanding their motivation, cheers for sharing it.
> Integrating agents into it prevents fragmentation of their service and allows them to keep ownership of their interface, branding and connection with their users
Looking at the contrived examples given, I just don't see how they're achieving this. In fact it looks like creating MCP specific tools will achieve exactly the opposite. There will immediately be two ways to accomplish a thing and this will result in a drift over time as developers need to take into account two ways of interacting with a component on screen. There should be no difference, but there will be.
Having the LLM interpret and understand a page context would be much more in line with assistive technologies. It would require site owners to provide a more useful interface for people in need of assistance.