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GB_UUID_COOKIE

specifically ^^^

Yep. It's a first-party cookie that GrowthBook uses to persist a random unique identifier (when there's no user id, e.g.) It prevents users from being re-bucketed into different A/B test variations.

ah, so set it if the user is not logged in, right?

Do you see how it's being invoked here? https://github.com/growthbook/examples/blob/1ef196a88dfba58362573a06ecd5404e70ceeb26/next-js/src/middleware.ts

yes, seems like we just always set it, regardless of logged in user or not.