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The problem is that if you don't play by their "standard box" rules, you may not end up in the truck at all.

The users browsing the AMP results may never feel compelled to scroll down to see non AMP results.

So a publisher's choice isn't: "standard size for faster delivery", it's: "use AMP or receive less traffic than you're currently receiving"

AMP articles keeps users browsing within Google's properties, with Google's tracking and ads. Non-AMP news pages are an exit out of Google's sphere, where users will get non-Google tracking and ads.

That said, I find myself clicking AMP articles 5x more than non-AMP news links because I know the AMP articles will be fast and clean.

It's using the same libraries and third party pixels as publishers were before.

Them becoming a "platform" where don't just link to content but can actively host, curate and present it.