Google wants websites to adopt AMP as the default for building webpages
Google is also trying to get rid of URLs in Chrome, which dovetails with AMP certificate-signed content, https://www.engadget.com/2018/09/05/google-change-interact-u...> So we want to move toward a place where web identity is understandable by everyone—they know who they're talking to when they're using a website and they can reason about whether they can trust them. But this will mean big changes in how and when Chrome displays URLs.There's an IETF proposal for certificate-signed web content (Web Packages) which can be rendered offline. The browser address bar will no longer show the URL of the web server (e.g. Google AMP), it will show the authenticated origin of the Web Package.2017 IETF proposal by Google: 
https://tools.ietf.org/html/draft-yasskin-webpackage-use-cas...Video of a Chrome demo at 2018 AMP event, which looks like the latest Chrome proposal for hiding URLs in favor of “web identity”: https://youtube.com/watch?&t=9m03s&v=pr5cIRruBscThere may be overlap in goals with W3C Web Publications, which is working to converge EPUB and Web: https://w3c.github.io/wpub/What happens if your “web identity” certificate expires or is revoked/blacklisted?  Does your web identity certificate require a separate yearly fee from the domain name?Edit: Comments from Chrome dev team manager,  https://twitter.com/__apf__/status/1037057121961967616 & https://twitter.com/__apf__/status/1037181065423515648> URLs aren't usable, but people are forced to rely on them for so much -- browsing, security, sharing. Expect to see changes to how Chrome displays identity in the coming year.