Overall, I think Google does prefer to rank faster-loading sites higher. With that said, as far as I can tell, the difference between two sites is almost never

Overall, I think Google does prefer to rank faster-loading sites higher. With that said, as far as I can tell, the difference between two sites is almost never a simple as a single factor. There are hundreds of things that influence rankings. So companies can and do worry more about other concerns, including squeezing more ad income out of each pageview and getting into more search results in the first place. AMP took away a lot of the other things that companies would invest developer time in.