I understand, why it outputs twice as many volts unloaded. Thats because Zs = ZL.
If I place ALC, a voltage regulator, at the point the ALC senses the voltage, will be a node with a zero impedance, not 50ohm. And that is the clue how to do it, isn't it?
The biggest help was the Marconi manual phenol has posted, so thanks for that! From observing the schematic and reading a bit of the text above, I now understand the problematic a lot more.
Great help guys, thanks for helping me to see the truth.
The reason why the Marconi RF generator has only 10dB of ALC range is obvious - it uses a linear detector! I intend to use a log detector for the output level, so I can leave out some of the attenuator switches - I won't need that fine attenuator step. Maybe I should reconsider what the ALC range will be though, as 50dB is kind of many.