> I believe there is a fundamental difference between the two -- google's play is about control, not physical limitations. Control of what? The search result a

> I believe there is a fundamental difference between the two -- google's play is about control, not physical limitations. Control of what? The search result are from Google, they already have control over them. The existence of AMP doesn't make you go to Google (except if AMP is actually superior, but then any search provider can provide it too, just like Cloudflare does it now).