Personal Websites as Self-Portraiture
What Matt writes echoes a lot with some IndieWeb principles, even if he doesn't mention it.
What, then, is a personal website? It is precisely that, personal. It is a new kind of self-portraiture done not with pencils, charcoal, ink, or paint. Instead it is self-portraiture done in markup language, code, prose, images, audio, and video.
As Matt also says:
[With the Web,] one could have as many websites as one did interests, given sufficient leisure time. Moreover, one’s interests need not intersect at all if they formed a combination of interests that might have raised judgmental eyebrows in the immediate neighborhood.
Writing on your own website associates your thoughts and ideas with you as a person. Having a distinct website design helps strengthen that association.