&gt; How does Google profit from this?<p>Isn&#x27;t AMP intended to compete with the likes of Facebook Instant Pages?<p>At the same time, Google thrives by returning high quality search results. It also depends heavily on web over native. For the web to stay relevant on mobile, it needs to meet some minimum expectations met by native experiences.<p>I frequently find fault with the websites I arrive at through Google because of shitty performance and irritatingly obtrusive advertising. There&#x27;s more to mobile friendliness than a responsive CSS grid system and publishers need to realise that.