One way this is beneficial is that it allows them to steer e.g. the evolution of stuff like https://www.ampproject.org/learn/who-uses-amp/amp-ads/ https://www.a

One way this is beneficial is that it allows them to steer e.g. the evolution of stuff like https://www.ampproject.org/learn/who-uses-amp/amp-ads/ https://www.ampproject.org/learn/who-uses-amp/amp-ads/ Some ways of implementing fast (mobile) loading have the potential to be quite disruptive to Google's business model; AMP is a way to ensure that doesn't happen. Note that AMP is open-ish now, not when it was initially developed. The general model is thus a fait-accompli. AMP is harmless enough nobody is likely to get all to worked up about it (despite these comments, neither am I!), but it does fit the mold of classic monopoly abuse rather neatly: using dominance in one sector to influence others in your favor.