Google has already indicated that they can measure page speed and use it as a ranking factor [1], i would argue that is a better approach. We're being forced t

Google has already indicated that they can measure page speed and use it as a ranking factor [1], i would argue that is a better approach. We're being forced to adopt a new subset of HTML, CSS, JS etc. that has been 'approved' by Google. Stopping the bloat of the average web page is an admirable goal, but creating proprietary standards and penalizing those who don't adopt them is at odds with the fundamental ethos of the open-web. I dislike walled gardens such as Facebook too, but I view AMP in much the same way. If a content creator wishes to host their content on their own server, with their own design, their audience is becoming more and more restricted - whether it is by Google promoting their competitor's AMP pages above regular listings, or because many people only view content behind the walls of Facebook etc. Regardless of how fast a page is, content that conforms to Google's new 'standards' will be shown above regular search results. The article sites The Guardian as an example of this, where the non-AMP page is actually quicker, but appears below AMP results. [1] https://searchengineland.com/google-now-counts-site-speed-as-ranking-factor-39708 https://searchengineland.com/google-now-counts-site-speed-as...