Yes and no. The AMP project is by Google, but several of the big companies are playing in this space. Eventually they don't mind if some of the practices become

Yes and no. The AMP project is by Google, but several of the big companies are playing in this space. Eventually they don't mind if some of the practices become W3C standards and the project is somewhat open being on GitHub for people to contribute to Google has AMP Facebook has Instant Articles Apple has the Apple News Format So AMP is Google's version, which is really stripped down HTML to make a page load faster. (Minimize requests, don't block things, etc) The whole project is open and on GitHub. The easiest example I know off the top of my head is to replace www with amp on Guardian pages. For example https://amp.theguardian.com/world/2016/sep/22/canada-children-detention-immigration-solitary-confinement https://amp.theguardian.com/world/2016/sep/22/canada-childre... shows how an article differs slightly than its non-AMPed version