It's not really a fairer comparison, because their non-AMP view is what they currently think is appropriate to serve.

It's not.

The web has bloated out of control - and while I'm not a fan-boy, I at least think AMP encourages the right things and is a progressive step forward in the right direction.

I _like_ viewing AMP pages from an end-user perspective. And I don't think they're terribly onerous from a publisher/dev perspective.