AMP's job is to lock publishers in a Google-controlled system where you jump when Google tells you to jump, or else you lose your spot at the top of Google's search results.
Oh. And ads. It's always about the ads.
They don't even attempt to hide it, really. Right there on AMP's page (emphasis mine):
--- quote ---
The project enables the creation of websites and ads that are...
What AMP Provides
Higher Performance and Engagement
....
Flexibility and Results
Publishers and advertisers can decide how to present their content and what technology vendors to use, all while maintaining and improving key performance indicators.
...
More than 1.5B AMP pages have been published to date and 100+ leading analytics, ad tech and CMS providers support the AMP format.
Oh. And ads. It's always about the ads.
They don't even attempt to hide it, really. Right there on AMP's page (emphasis mine):
--- quote ---
The project enables the creation of websites and ads that are...
What AMP Provides
Higher Performance and Engagement
....
Flexibility and Results
Publishers and advertisers can decide how to present their content and what technology vendors to use, all while maintaining and improving key performance indicators.
...
More than 1.5B AMP pages have been published to date and 100+ leading analytics, ad tech and CMS providers support the AMP format.
--- end quote ---