> The end result is an enormously diverse and anarchic free-for-all where almost no two websites use the same code. It’s extremely rare to find websites that lo

> The end result is an enormously diverse and anarchic free-for-all where almost no two websites use the same code. It’s extremely rare to find websites that look good, have great functionality, and are fully W3C compliant. > All the articles published on Google’s developer website are intended to ensure the chaotic, messy web becomes more like a clean, easy-to-understand web. > AMP pages are fast to load (so fast to crawl), easy to understand (thanks to mandatory structured data), and devoid of any unwanted clutter or mess (as that breaks the standard). > An AMPified web makes Google’s life so much easier. They would no longer struggle to crawl and index websites, they would require significantly less effort to extract meaningful content from webpages, and would enable them to rank the best possible pages in any given search result. > The Google AMP Cache will serve AMP pages instead of a website’s own hosting environment, and also allow Google to perform their own optimisations to further enhance user experience. > No more rogue ad networks, no more malicious ads, all monetisation approved and regulated by Google. There are plenty of things to complain about with AMP. But, it also does address some very real problems. These are some admittedly cherry picked quotes - but, the article seems to make that point as well, even if it disagrees with Google's approach. What I'd love to hear about is a different approach to address these issues - and not something handwavy about how it could be done in a weekend. Actual code.