Firmographic personalization does not fire on the landing page, only later, why?

Set up industry messaging on the homepage last week. Noticed something odd and want to know if I broke it.

First page a visitor lands on shows the default hero. Then they click through to any second page and the personalized industry version shows up fine. Reproducible every time.

So personalization clearly works but not on the landing view. Did I misconfigure something or is this how firmographic resolution behaves