Has anyone else noticed how Google is using AMP to provide content for searches without you ever leaving google.com? Here's an example of a quick search I did f

Has anyone else noticed how Google is using AMP to provide content for searches without you ever leaving google.com? Here's an example of a quick search I did for "Sausage Party review" [0]. You can quickly flip through AMP articles by comicbook.com, USAToday, and others while clearly staying within Google. It seems to me like they're trying this a lot lately, Structured Data is the other example that comes to mind. Creating "web standards", that are supposed to help a website, but are really most helpful to Google and their crawler. Then giving an SEO boost to anyone who uses those standards. And then once enough people are using those standards, just display the relevant parts of the results directly on google.com I get that it being hosted on Google allows the servers to respond more quickly, but do you think news websites that added these features with the promise of better performance and an SEO boost were aware their articles would be one thumb-swipe away from a competitor's articles? [0] http://imgur.com/a/ZDXbQ http://imgur.com/a/ZDXbQ