If you don't use AMP your search engine placement suffers. Often dramatically, as all the pages in Google's top-most carousel are all AMP pages. And AMP is a p

If you don't use AMP your search engine placement suffers. Often dramatically, as all the pages in Google's top-most carousel are all AMP pages. And AMP is a pain in the ass. It's sold as being "just HTML" but it isn't, really. You can't even use an <img> tag, it has to be <amp-img>. So you have to generate two versions of every page. Achievable for large companies but if you don't have a lot of resources that's a big overhead. As is so often the case, it helps concentrate all web traffic to a smaller and smaller number of sites/publishers and shutting the rest out. That's not good.