OK so I suppose I could be a bit pessimistic here but Google wants you to think that AMP is there to make the mobile web faster and more awesome.
Could it actually be that Google really wants to keep people away from going on the real web? Keeping people even more in their bubble?
The AMP promo video makes it seem like if you don't use AMP, you can expect to have really slow loading times, the screen won't allow you to scroll, etc. I'm even quoting one actor in the video: "there's a great opportunity for us to really look like our brand, feel like our brand", another says "open philosophy that you can... do pretty much anything you'd like with it". Um, have those guys actually tried AMP? AMP takes your logo image, text and photo content. You lose your feel, your flavor, your style.
The funniest line is "we want to make the web great again". Ahem, reminds me of Donald Trump's slogan LOL
As a publisher I see it as handing over control of my site to Google, in a way. They want my content and that's it. Sure I get some ad revenue. Google wants to keep you on Google, not clicking off to other sites.
I really wonder about the "real" motivation behind AMP. Aside from $$$$.
