> Having worked for a few companies that wanted to implement AMP, including one which was a media firm, they both wanted AMP for the SEO benefits. The "carousel

> Having worked for a few companies that wanted to implement AMP, including one which was a media firm, they both wanted AMP for the SEO benefits. The "carousel" was like where they wanted to be, and they didn't give a flying shit about improving page performance; And that's exactly why I can't hate AMP. Publishers don't give a fuck about performance, and user experience in general as long as they get clicks that can be monetized. They don't want to keep users for their quality content, they want to game search engine results and trap users when they get in. Things like AMP seems to be the only way to make publishers care. Seen the other way, Google have seen the mess, and took advantage of it and made AMP, which both addresses the problem and get them a comfortable position. If sites were fast the problem wouldn't be there in the first place, and Google would have had to find something else for their monopoly. And sure, what you said in your PS is true. Unfortunately, that's not how things are. I don't know why, greed maybe? But if it is the case, it is the stupid kind of greed, because now, publishers are struggling and Google is making shittons of money.