There&#x27;s a lot of Google negativity here (perhaps not without reason), but when you view the AMP spec and what it tries to solve for, it feels like a smart move to help broaden the adoption of sensible but poorly understood optimizations: <a href="https:&#x2F;&#x2F;www.ampproject.org&#x2F;docs&#x2F;get_started&#x2F;technical_overview.html#dont-let-extension-mechanisms-block-rendering" rel="nofollow">https:&#x2F;&#x2F;www.ampproject.org&#x2F;docs&#x2F;get_started&#x2F;technical_overvi...</a><p>Those optimizations are worth looking over even if you don&#x27;t plan on adopting AMP.<p>I do think that rather than requiring direct use of AMP for specialized search placement, it should really measure site performance and only ensure your site meets the same benchmark, no matter what you do to optimize.<p>Google may not be a perfect ally of the open web, but I like this approach much more than what I&#x27;ve seen from Facebook.