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To me AMP feels like embrace and extend for the whole mobile web. I find them caching things this way both pointless and dangerous. I find it hard to believe th

To me AMP feels like embrace and extend for the whole mobile web. I find them caching things this way both pointless and dangerous. I find it hard to believe that publishers so readily lifted up their skirt for Google controlling their content... however I suppose search engine rankings are everything now. EDIT Also I'd add further that at some point, this "free" and compulsory AMP cache will start inserting google ads directly into pages and Google will pay publishers a small percentage of what those slots are worth.

shostack 10y ago
This is in essence what happened with FB Instant Articles. Many publishers are hurting from it because their CPMs dropped and they didn't get people on their properties. They didn't really have a choice in the matter though. Some, like BuzzFeed have adapted their models to thrive in this new reality. Google is thus trying to keep people in their "feed" and reduce the cost of their ad inventory by (in theory) reducing publisher payouts over time as a result of this leverage.