Google May Be Stealing Mobile Traffic
AMP is essentially Google's answer to people creating terrible web experiences.
It's been discussed and documented a lot. Common webpages today load content from dozens of different ad, tracking and whatever hosts, take several megabytes to load. All well known, but people don't stop doing it.Now Google comes along and says: You can't do it, let us do it. Which is perfectly reasonable from their point of view. And when I surf google news on my slow mobile connection I'm always happy when I see that a link is going to an amp target - because then I know it'll be loaded fast.But you don't need Google to do that. If you don't like AMP nobody stops you from doing the same thing. Limit the amount of stuff you load into your page, reduce the third party content that you include to a sane number of hosts (something like 3 instead of 50), optimize your javascript, deploy HTTP/2. None of that is magic and you can have your fast webpage without any AMP.