The reason that they do not just penalize slow loading sites in a big way is because those are the sites that they directly profit on. Most page weight seems t

The reason that they do not just penalize slow loading sites in a big way is because those are the sites that they directly profit on. Most page weight seems to come from tracking and ads. Google IS the most popular tracking and ad provider on the web. If google penalized slow loading very much, they'd be hurting their own revenue and data collection. It's a conflict of interest. AMP allows these big, ad-driven, heavy-weight sites to still take all the top spots on the web. Meanwhile terrific content is buried because it's failure to implement AMP. Google's self-interested ranking of sites is shaping the web very negatively - towards more tracking and more ads.