I completely agree with every single one of Terence’s recommendations here. The difference is that, in my case, they’re just hot takes, whereas he has actually joined the AMP Advisory Committee, joined their meetings, and listened to the concerns of actual publishers.
- AMP isn’t loved by publishers
- AMP is not accessible
- No user research
- AMP spreads fake news
- Signed Exchanges are not the answer
There’s also a very worrying anti-competitive move by Google Search in only showing AMP results to users of Google Chrome.
I’ve been emailing with Paul from the AMP team and I’ve told him that I honestly think that AMP’s goal should be to make itself redundant …the opposite of the direction it’s going in.
As I said in the meeting - if it were up to me, I’d go “Well, AMP was an interesting experiment. Now it is time to shut it down and take the lessons learned back through a proper standards process.”
I suspect that is unlikely to happen. Google shows no sign of dropping AMP. Mind you, I thought that about Google+ and Inbox, so who knows!