The efficacy of the incentive is linked directly to the strength of its effect. If optimizing the hell out of your company's site only matters in extreme cases

The efficacy of the incentive is linked directly to the strength of its effect. If optimizing the hell out of your company's site only matters in extreme cases where it's a tiebreaker among hundreds of other signals, the people who want the things that make pages slow will win. They will be able to point to more tangible and measurable benefits, and the effect of the tiebreaker will be lost in statistical noise. It may just be unfounded cynicism on my part, but this does not sound like a better web experience. It sounds like the web circa 2009-2015. It sounds, to me, exactly like all the things we'd like to get away from with something less intrusive than AMP.