AMP being marketed on "performance" was always a hook primarily to sway end-users to associate AMP with performance, build mindshare, and cut down on opt-outs,

AMP being marketed on "performance" was always a hook primarily to sway end-users to associate AMP with performance, build mindshare, and cut down on opt-outs, a strategy helped by the fact that every developer, publisher, and decision-maker is also implicitly an end-user. In truth, once you peel away layers of marketing, AMP's purpose becomes clear [1] as an answer to Facebook's Instant Articles, which tries to chart a have-your-cake-and-eat-it-too course for Google to build consensus around lightweight payloads on the wild [2], open web, while morphing more and more of their products [3][4] to serve as windows to others' content. It is useful for them to position it as a publishing platform, in a sense, because it furthers the ecosystem they're trying to encourage. [1] https://news.ycombinator.com/item?id=14529691 https://news.ycombinator.com/item?id=14529691 [2] https://news.ycombinator.com/item?id=14465801 https://news.ycombinator.com/item?id=14465801 [3] https://news.ycombinator.com/item?id=14529691 https://news.ycombinator.com/item?id=14529691 [4] https://news.ycombinator.com/item?id=16367197 https://news.ycombinator.com/item?id=16367197