There is no "AMP itself" outside of Google. The AMP project consists of three parts[1]: 1. a specification for an HTML/CSS subset (almost) which is relatively

There is no "AMP itself" outside of Google. The AMP project consists of three parts[1]: 1. a specification for an HTML/CSS subset (almost) which is relatively easy for browsers to render efficiently. 2. an open source client-side JS library designed to automatically apply a number of performance optimizations to pages written against the specification above 3. a closed-source proprietary proxy server designed to further optimize content delivery for pages written with the above tooling. The first two are pretty awesome; full stop. The third one is probably also pretty awesome from a technical perspective, but it's hard to say for sure since I can't spin up my own proxy server to find out. AMP pages can be served without the proxy layer, but then they're not really AMP pages. They're just unusually svelte HTML pages with some slightly esotreric JS runtime extensions. In order for the end user to actually get most of the benefits of AMP the page needs to be filtered through a compatible proxy, and that means Google (or Cloudflare, who also host a proxy layer with Google's blessing). I've got nothing against Google's proprietary tools. I've got a Gmail account, all my spreadsheets live in Google Docs, I still miss Reader. But let's call a spade a spade. AMP is fundamentally a proprietary Google offering with a handful of open source components. Nothing short of enabling third parties to host their own proxy servers will change that fundamental fact. [1]: https://www.ampproject.org/learn/overview/ https://www.ampproject.org/learn/overview/