You probably have already noticed that Google's mobile serps are moving away from the traditional vertical serp style. The changes are now creating the opportunity for a strong horizontal strategy to turn into a roadblock. If you embrace AMP & the many different markup opportunities you can create a very strong presence in the serps. By enticing consumers to stop scrolling down and to start scrolling horizontal on your presence in the serps you basically turn into a roadblock and grab the user.
This is easier said than it is to actually accomplish. Even if you do accomplish it, you still have to struggle with the debate of enabling Google to show your information within their serps and risk losing the click to your site. Theoretically if you don't properly manage your internet strategy you might end up becoming an unpaid content producer for Google and not driving any revenue generating traffic to your site.