Google’s weight and power come because most of the world use it without knowing there’s an alternative. Perhaps it is time we started voicing our concerns through actions and start using alternative search platforms.
Chris is trying to give a balanced view on AMP, but it’s hard to find any positive viewpoints from anyone who isn’t actually on the Google AMP team.
I know I’ve covered a lot of negative news here, but that’s mostly what I’ve been seeing.
Ethan adds his thoughts to my post about corporations using their power to influence the direction of the web.
Heck, one could even argue the creation of AMP isn’t just Google’s failure, but our failure. More specifically, perhaps it’s pointing to a failure of governance of our little industry. Absent a shared, collective vision for what we want the web to be—and with decent regulatory mechanisms to defend that vision—it’s unsurprising that corporate actors would step into that vacuum, and address the issues they find. And once they do, the solutions they design will inevitably benefit themselves first—and then, after that, the rest of us.
If at all.
Philosophically, I’m completely against Google’s AMP project and AMP for Email, too. I will always side with the open web and the standards that power it, and AMP is actively working against both. I’m all-in on a faster web for everyone, but I just can’t get behind Google’s self-serving method for providing that faster web.
Luke Stevens is trying to get untangle the very mixed signals being sent from different parts of Google around AMP’s goals. The response he got—before getting shut down—is very telling in its hubris and arrogance.
I believe the people working on the AMP format are well-intentioned, but I also believe they have conflated the best interests of Google with the best interests of the web.
From a consumer’s point of view, less intrusive ad formats are of course desirable. Google’s approach is therefore basically heading in the right direction. From a privacy perspective, however, the “Better Ads” are no less aggressive than previous forms of advertising. Highly targeted ads based on detailed user profiles work subtle. They replace aggressive visuals with targeted manipulation.
AMP pages aren’t fast because of the AMP format. AMP pages are fast when you visit one via Google search …because of Google’s monopoly on preloading:
Technically, a clever trick. It’s hard to argue with that. Yet I consider it cheating and anti competitive behavior.
Preloading is exclusive to AMP. Google does not preload non-AMP pages. If Google would have a genuine interest in speeding up the whole web on mobile, it could simply preload resources of non-AMP pages as well. Not doing this is a strong hint that another agenda is at work, to say the least.
So, to recap, the web community has stated over and over again that we’re not comfortable with Google incentivizing the use of AMP with search engine carrots. In response, Google has provided yet another search engine carrot for AMP.
This wouldn’t bother me if AMP was open about what it is: a tool for folks to optimize their search engine placement. But of course, that’s not the claim. The claim is that AMP is “for the open web.”
Spot on, Tim. Spot on.
If AMP is truly for the open web, de-couple it from Google search entirely. It has no business there.
Look, AMP, you’re either a tool for the open web, or you’re a tool for Google search. I don’t mind if you’re the latter, but please stop pretending you’re something else.
John is rightly puzzled by AMP:
Can someone explain to me why a website would publish AMP versions of their articles?
Sadly, there is an answer to that question: if a website is so bloated and horrible to use that people won’t stick around to read an article, then AMP starts to look like a good option.
But I don’t have an answer for John’s other question:
Why would any website turn their entire mobile audience — a majority share of their total audience, for many sites today — over to Google?