“A statement used intentionally for the purpose of deception.” adactio.com/journal/13035
The meaning of AMP
But when I hear AMP described as an open, community-led project, it strikes me as incredibly problematic, and more than a little troubling. AMP is, I think, best described as nominally open-source. It’s a corporate-led product initiative built with, and distributed on, open web technologies.
But so what, right? Tom-ay-to, tom-a-to. Well, here’s a pernicious example of where it matters: in a recent announcement of their intent to ship a new addition to HTML, the Google Chrome team cited the mood of the web development community thusly:
Web developers: Positive (AMP team indicated desire to start using the attribute)
If AMP were actually the product of working web developers, this justification would make sense. As it is, we’ve got one team at Google citing the preference of another team at Google but representing it as the will of the people.
This is just one example of AMP’s sneaky marketing where some finely-shaved semantics allows them to appear far more reasonable than they actually are.
At AMP Conf, the Google Search team were at pains to repeat over and over that AMP pages wouldn’t get any preferential treatment in search results …but they appear in a carousel above the search results. Now, if you were to ask any right-thinking person whether they think having their page appear right at the top of a list of search results would be considered preferential treatment, I think they would say hell, yes! This is the only reason why The Guardian, for instance, even have AMP versions of their content—it’s not for the performance benefits (their non-AMP pages are faster); it’s for that prime real estate in the carousel.
The same semantic nit-picking can be found in their defence of caching. See, they’ve even got me calling it caching! It’s hosting. If I click on a search result, and I am taken to page that has a URL beginning with
https://www.google.com/amp/s/... then that page is being hosted on the domain
google.com. That is literally what hosting means. Now, you might argue that the original version was hosted on a different domain, but the version that the user gets sent to is the Google copy. You can call it caching if you like, but you can’t tell me that Google aren’t hosting AMP pages.
That’s a particularly low blow, because it’s such a bait’n’switch. One of the reasons why AMP first appeared to be different to Facebook Instant Articles or Apple News was the promise that you could host your AMP pages yourself. That’s the very reason I first got interested in AMP. But if you actually want the benefits of AMP—appearing in the not-search-results carousel, pre-rendered performance, etc.—then your pages must be hosted by Google.
So, to summarise, here are three statements that Google’s AMP team are currently peddling as being true:
- AMP is a community project, not a Google project.
- AMP pages don’t receive preferential treatment in search results.
- AMP pages are hosted on your own domain.
I don’t think those statements are even truthy, much less true. In fact, if I were looking for the right term to semantically describe any one of those statements, the closest in meaning would be this:
A statement used intentionally for the purpose of deception.
That is the dictionary definition of a lie.
Update: That last part was a bit much. Sorry about that. I know it’s a bit much because The Register got all gloaty about it.
I don’t think the developers working on the AMP format are intentionally deceptive (although they are engaging in some impressive cognitive gymnastics). The AMP ecosystem, on the other hand, that’s another story—the preferential treatment of Google-hosted AMP pages in the carousel and in search results; that’s messed up.
Still, I would do well to remember that there are well-meaning people working on even the fishiest of projects.
Except for the people working at the shitrag that is The Register.
(The other strong signal that I overstepped the bounds of decency was that this post attracted the pond scum of Hacker News. That’s another place where the “well-meaning people work on even the fishiest of projects” rule definitely doesn’t apply.)
This feels pretty accurate. Interesting tech wrapped in deceptive practices. adactio.com/journal/13035
🔥🔥🔥 “The Meaning of AMP” adactio.com/journal/13035
Some more interesting thoughts on AMP, especially the cached aka “hosted” version. adactio.com/journal/13035
I’ve been saying this from the beginning: AMP is bad and needs to go. adactio.com/journal/13035
Very clear notes about the misleading marketing of Google’s AMP content hosting product.adactio.com/journal/13035
One team at Google citing the preference of another team at Google but representing it as the will of the peopleadactio.com/journal/13035
“The meaning of AMP” adactio.com/journal/13035
..one team at Google citing the preference of another team at Google but representing it as the will of the people.adactio.com/journal/13035
This isn’t wrongadactio.com/journal/13035
Très importante description de ce qu’est en vrai AMP, le système de cache et d’accélération de pages de Google : adactio.com/journal/13035
Disgusting part II. “The meaning of AMP” adactio.com/journal/13035
Totally agree with this. adactio.com/journal/13035
Oh snap. adactio.com/journal/13035
“But if you actually want the benefits of AMP … then your pages must be hosted by Google.”adactio.com/journal/13035
Don’t use AMP kids! adactio.com/journal/13035
Google is being less than honest about AMP, says Adactio adactio.com/journal/13035
Summarises my long-standing objections to AMP adactio.com/journal/13035
AMP is basically what’s wrong with SV distilled into a single tech thing adactio.com/journal/13035
The meaning of AMP adactio.com/journal/13035 via ycombinator
Seems like D^2’s first rule is being pressed hard. adactio.com/journal/13035
Very well put about dishonesty in framing of Google AMP product as open/neutral/decentralised adactio.com/journal/13035
“One team at Google cites the preference of another team at Google but represents it as the will of the people” — adactio.com/journal/13035
AMP is a lie. adactio.com/journal/13035
A powerful statement by Jeremy Keith—The meaning of AMP adactio.com/journal/13035
AMP and Google’s “semantic sleight of hand”adactio.com/journal/13035
“A statement used intentionally for the purpose of deception.”adactio.com/journal/13035
3 reasons why AMP is problematic. adactio.com/journal/13035
RT newsycombinator “The meaning of AMP adactio.com/journal/13035”
AMP is bad adactio.com/journal/13035
The meaning of AMP – adactio.com/journal/13035
AMP is the reason why I ditched Google and started using DuckDuckGo on phone. adactio.com/journal/13035
Ugh, Google AMP — what are you doing. Please stop. adactio.com/journal/13035
yes, this adactio.com/journal/13035
Le grand bluff de Google à propos des Accelerated Mobile Pages (AMP) adactio.com/journal/13035
“one team at Google citing the preference of another team at Google but representing it as the will of the people” adactio.com/journal/13035
If you care about the future of the web, and are interested in AMP, read this: adactio.com/journal/13035 Things aren’t always as they are told
“it’s not for performance benefits (their non-AMP pages are faster); it’s for prime real estate in the carousel” adactio.com/journal/13035
I was all for AMP until I realized what a threat it was. They could at least be honest about it adactio.com/journal/13035
Wouldn’t need AMP if only there were some sort of hyper-fast cross-platform standard document format we could use… adactio.com/journal/13035
Re-hosting and exclusivity of AMP results in the carousel makes charitable interpretation of AMP strategy difficult.adactio.com/journal/13035
AMP is a lie adactio.com/journal/13035
The meaning of AMP by Jeremy Keith (adactio.com)So, to summarise, here are three statements that Google’s AMP team are currently peddling as being true: AMP is a community project, not a Google project. AMP pages don’t receive preferential treatment in search results. AMP pages are hosted on your own domain. I don’t think those statements are even truthy, much less true. In fact, if I were looking for the right term to semantically describe any one of those statements, the closest in meaning would be this: A statement used intentionally for the purpose of deception. That is the dictionary definition of a lie.
If what Jeremy has written is true, I need to know; is there a way to setup my websites to opt-out of AMP?Please share:
The Meaning of AMP: adactio.com/journal/13035
Good piece about the BS built around Google’s Amp project. Good note about the Guardian non-amp pages being faster. adactio.com/journal/13035
Wow, this author seems really AMP’d up adactio.com/journal/13035
Google’s lies about AMP … adactio.com/journal/13035
A thoughtful criticism of AMP’s (deceitful) positioning: adactio.com/journal/13035
“some webs are opener than others adactio.com/journal/13035”
So true.. AMP is an evil force which ought to be squashed before it becomes de-facto…adactio.com/journal/13035
Is anyone actually hosting their own AMP? Totally agree with all of these points, Google‘s claims are all bad faith adactio.com/journal/13035
Would agree that there are well-intentioned people working on AMP. They need to look at the actual results, thoughadactio.com/journal/13035
The devil in disguise adactio.com/journal/13035
Why I won’t use AMP, in a nutshell. adactio.com/journal/13035
Interesante crítica al protocolo AMP adactio.com/journal/13035
Tech wrapped in deception. adactio.com/journal/13035
On the meaning of AMP : adactio.com/journal/13035
This is something I agree with. I think AMP was not only a mistake but def Google peddling their stuff as gold. adactio.com/journal/13035
Guardian use AMP not for performance (their non-AMP pages are faster) but for the prime real estate in the carousel adactio.com/journal/13035
The meaning of AMP adactio.com/journal/13035 The Google team is at best being disingenuous with the treatment of AMP pages
I share these feeling about AMP adactio.com/journal/13035
Or as I like to call it: Google HTML „The meaning of AMP“ adactio.com/journal/13035
💔 AMP. things you’d hope for: * community project * no preferential search treatment * hosted on your domainadactio.com/journal/13035
“the preferential treatment of Google-hosted AMP pages in the carousel and in search results; that’s messed up” adactio.com/journal/13035
Google’s AMP “A statement used intentionally for the purpose of deception. That is the (..) definition of a lie.” adactio.com/journal/13035
About AMP, another shady project. adactio.com/journal/13035
The meaning of AMP (Accelerated Mobile Pages)adactio.com/journal/13035
AMP is evil.adactio.com/journal/13035