Ahh - data encoded in URL, web page served by ruu.vi. That explains a lot 
Can I bridge this thread to the broadcast name thread?
on the Chrome plugin for iOS, every one of several active tags show up as “Ruuvi Weather Station” - so I can’t tell which is which. I tried changing the name in boot mode per the other thread, but was only able to change the name from “RuuviBoot” to something else, which stayed to my selection for a while, but then after mashing one of the buttons it reverted back to “RuuviBoot”.
So - any advice for the best place in the docs for Newbies to learn about such stuff?
Step 1 “Hello World” for me would be to change the broadcast name for several tags in weatherstation mode, so that I can tell which is which.
Then Step 2 “Hello World” would be to flash Espruino and replicate the weatherstation firmware functionality, except with unique broadcast names for each of several different tags… I guess for that we should start here…