They aren't mutually exclusive, though. Even if AMP died, if reading / clicking thru to your web site is a bad experience (slow loads, lots of ads, autoplay of

They aren't mutually exclusive, though. Even if AMP died, if reading / clicking thru to your web site is a bad experience (slow loads, lots of ads, autoplay of video that's unrelated to the article, clickbait links loaded by partners, etc) these are all friction against users returning and weigh on your site's reputation. If all of the players in the space use the same tactics, users will gladly migrate towards lower friction environments.