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While i understand the philosophical grievance, will the AMP tag matter? Personally, when i search without an ad blocker i categorically ignore any 'Ad' result on Google. But will the typical user value AMP pages more heavily? Time will tell, i suppose, but i would be surprised to see a measurable impact on a top 1-3 search result.

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AMP is of most use on mobile (possibly the only place it works?) where ad blockers don't normally exist. So, they will likely have an impact there.

I know that I have personally opened search results to AMP pages that I would not normally have opened because I knew the price of doing so would be small. But, then again, I know what the AMP symbol means. How this affects normal users remains to be seen.

For some sites, I seek out the AMP URL explicitly. For example, adding "/amp" to the end of TechCrunch URLs change them from frustrating to usable.

> where ad blockers don't normally exist

curious as to what you mean by that. I definitely have an ad-blocker running on my phone (android)

and iOS provides an official API for adblocking since version 9.

IMHO adblocking is even more relevant on mobile because of latency & data caps.

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