I do this for a living. As head of digital and editorial for a major publisher It's absolutely not suicide as we are extremely successful with our Google traffi

I do this for a living. As head of digital and editorial for a major publisher It's absolutely not suicide as we are extremely successful with our Google traffic without AMP. In fact MANY publishers don't use AMP -- I would say most don't (at least that I talk to). Most of us don't like the trade-offs And I talk to a lot of people who do exactly what I do (conferences, private mailing lists, etc.). And its absolutely not true that Google serves almost exclusively in AMP, as we get 80-90 percent of our site traffic from Google and, again, we don't implement AMP. Remember that page load as a factor is looked at completely independently from AMP (Google has verified this -- one of the few factors they've verified how it works), so it can help you with load but if you build your pages correctly and don't use it it's not a punishment. Even within Google news you can turn off Google pointing to AMP versions of your story -- it's an option right there you can click. So yes, I would disagree with you that not using AMP hurts you, and I've talked to publishers who have gone back and forth and that's how I know it's minor boost. But I'm just some strange on the internet so no need to listen to me -- you can believe what you want.