This is where my questions drift to as well. What is the strategic play here? With FB's Instant Articles it is obvious they want to keep users on the FB platf

This is where my questions drift to as well. What is the strategic play here? With FB's Instant Articles it is obvious they want to keep users on the FB platform and eventually tighten the noose on publishers while avoiding any ad blockers. Can't say I blame them. Not totally clear on what the end game is with Google here. They make a substantial portion of their revenue from the display inventory these publishers provide. --EDIT-- Just found an article that does a great job answering some of these questions. http://highscalability.com/blog/2015/12/14/does-amp-counter-an-existential-threat-to-google.html http://highscalability.com/blog/2015/12/14/does-amp-counter-...