"The original idea behind AMP was to allow content to be distributed to platforms (such as Google, Twitter and Pinterest) in a way that retains branding and mon

"The original idea behind AMP was to allow content to be distributed to platforms (such as Google, Twitter and Pinterest) in a way that retains branding and monetization control for the publisher. AMP traffic is the publisher’s traffic. Period." So far I haven't thought of Google as a platform like Twitter or Pinterest. I thought there was a free web with Google and Bing and good old Altavista searching and indexing it. Is making a website now similar to posting something on Facebook? Or why would they have to assure you that your traffic is your traffic, "period"? If that's the case we need an urgent change in direction!