For many publishers (I work for one), AMP pages aren't any faster than their pages from a cold start. The advantage AMP has is that it doesn't load from a cold

For many publishers (I work for one), AMP pages aren't any faster than their pages from a cold start. The advantage AMP has is that it doesn't load from a cold start; most visitors to AMP pages come from search where google starts pre-loading & pre-rendering the page with service workers. There is no real way for a publisher to do that on their own. Discussed here in the context of the difficulties of measuring AMP performance: https://www.ampproject.org/latest/blog/measuring-amp-performance/ https://www.ampproject.org/latest/blog/measuring-amp-perform... I agree AMP is an abomination and despise google for introducing it. They've abdicated their duty to nudge the advertising world forward.