Here's some text that helps explain this:
You can add Web Parts directly to WebPartZone controls, so they are created by default in the shared view, without the need for an editor to put them in place at runtime.
Personalization is always at the page level, which means that even if you put all the Web Part Zones and the WebPartManager on a master page, different pages that use that same master page will have a different configuration, since the data is saved in different records according to the specific content pageâs Url. Personalization for the shared views and for the per-user views are saved into two separate tables, but in both cases thereâs a PageSettings image field which stores all the information in binary format.
If you sign in as admin you can change the context to edit the shared view. Otherwise you only see the "admin user" view by default.
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