But that’s not all --- here are more specific, clearly worded passages of City code where the proposed project fails to comply. Note the clear language of "require/shall/will", rather than “may” or “should”. This is unambiguous.  ALL CAPS and bold added for emphasis

Chapter 14.37
ARCHITECTURAL, LANDSCAPE AND SITE PLAN REVIEW
14.37.035 Design approval criteria.
G. The proposed development SHALL be compatible in terms of height, bulk and design with other structures and environment in the immediate area.
J. The design SHALL promote harmonious transition in scale and character in areas located between different designated land uses.

Chapter 18.37 VISUAL RESOURCE PROTECTION STANDARDS
18.37.010 Purpose and intent.
The specific purpose and intent of these visual resource protection standards are to:

A. Protect the scenic and visual qualities of coastal areas as a resource of public importance.
B. Ensure that new development is located so as to protect views to and along the ocean and scenic coastal areas.
C. Minimize the alteration of natural land forms.
D. Restore and enhance visual quality in visually degraded areas.
E. Allow development ONLY when it is visually compatible with the character of the surrounding areas. (1996 zoning code (part).

18.37.020 Visual resources areas
B. Upland Slopes. Scenic hillsides which are visible from Highway One and Highway 92, as indicated on the visual resources overlay map. These areas occur include hillside areas above the one hundred sixty foot elevation contour line...

18.37.030 Scenic corridor standards.
B. Development within the Highway One corridor and scenic corridors along all designated shoreline access routes as indicated on the visual resources overlay map where existing permits or development does not exist. In general, structures SHALL be:
1. Situated and designed to protect ANY views of the ocean and scenic coastal areas.

LAND USE PLAN CHAPTER 9:
9. Scenic and Visual Resources
Furthermore, the Coastal Act prioritizes protection of views from public places
The visual character of Half Moon Bay is defined by ... and its small-scale downtown
Highway 1 Highway 1 is the primary north-south transportation route through the Planning Area. As a result, a large share of the visual impression of the city is experienced from this corridor.

Positive visual attributes:

• Views of hillsides and ridgelines of coastal mountains

• Sweeping views of the ocean, upland slopes, open spaces, and agricultural areas that make Half Moon Bay so distinctive and picturesque can all be seen from different segments of Highway 1.

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Upland Slopes. As seen from the majority of the Planning Area, the upland slopes to the east create a scenic backdrop that contributes greatly to the overall visual quality.
Scenic corridor policies REQUIRE protection of significant views available along Highways 1 and 92,

The LUP retains long-standing policies to keep development below the 160-foot contour line on hillsides, and REQUIRES lower-scale building heights along major roads, view corridors, and other public viewing areas to maintain the quality of broad views of the ocean and upland slopes

9-1. Scenic and Visual Resource Areas. Identify and protect scenic and visual resource areas in Half Moon Bay, including but not limited to the scenic corridors, natural resource areas, and built environment resources as defined in this chapter and designated on Figure 9-1.

9-3 Visual Quality. Preserve and enhance the unique visual quality that contributes to Half Moon Bay’s coastal and small-town character, including its open, expansive views from the coastal terrace to the beaches, bluffs, ocean, and upland slopes.

9-5. Visual Impact Evaluation. Where any development is proposed within a scenic and visual resource area, including as designated on Figure 9-1, a site-specific visual impact evaluation shall be required and may include visual simulations, story poles, and/or other means of visual assessment as appropriate based on the type and location of development

Policies – Development Standards

9-6. Site Planning and Design for New Development.
REQUIRE new development to be subject to design review to ensure it is sited and designed to protect public views of scenic and visual resource areas and to be visually compatible with the character of the surrounding area. Measures to be considered may include, but are not limited to the following: a. Siting development in the least visible portion of the site; b. Breaking up the mass of new structures; c. Designing structures to blend into the surrounding natural landscape; d. Restricting building maximum size and height

Policies - Scenic Corridors ​

9-12. Town Boulevard Scenic Corridor. REQUIRE that new development in close proximity to or easily visible from the Town Boulevard scenic corridor, including Highways 1 and 92: a. Protects views of visual resource areas as seen from the Town Boulevard, including views to the ocean, upland slopes (i.e. minimizes intrusions into the ridgeline), and the historic Johnston House;

Update the IP with additional standards for new development along the Town Boulevard based on additional study of the scenic corridor. Assessment should, at a minimum, consider views of visual resource areas from the perspective of existing and potential development along the Town Boulevard and identify scenic segments along Highway 1 and 92, including views of the ridgelines and other visual resource areas. Development standards should address, at a minimum, appropriate building heights and setbacks....

9-23. Upland Slopes and Ridgelines. Protect broad views of upland slopes, prominent ridgelines and other intervening ridgelines as viewed from scenic corridors and the beach and shoreline through the following means:
a. Prohibiting new development above the 160-foot contour line and on slopes greater than 30 percent, including grading and subdivisions but excluding public trails and critical facilities or public infrastructure that cannot be located elsewhere;
b. ENSURING new development below the 160-foot contour line is sited and designed to minimize intrusions into the ridgeline through the application of appropriate height and setback restrictions
c. Establishing standards for the Town Boulevard, other streetscapes, and large-scale landscaping projects to highlight and frame, BUT NOT BLOCK, views of visual resource areas.