The AMP project allowed Google to dictate how ads can be served, and host publishers' pages themselves. Don't forget Google is a tracking-based advertising comp

The AMP project allowed Google to dictate how ads can be served, and host publishers' pages themselves. Don't forget Google is a tracking-based advertising company. It was very convenient that these things could be bundled in a package with some webdev best practices, a JavaScript framework, and marketed as a (questionable) speed improvement. I've worked for a publisher that abandoned serving their own fast no-JS article pages in favor of half-assed AMP pages full of slow iframes, because Google favored any use of AMP over actual page speed. It took Google many years to ease that AMP favoritism.