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"at first joining the AMP bandwagon not realising this was the trojan horse that led to their eventual demise"

Hopefully this will not be the result of AMP but interesting take nonetheless.

Directionally, AMP does make the Google search page start to look more like the semi captive AOL interface of old. Content producers upload stuff to AOL, and pay for things like ads and "AOL keywords" to get an audience. AOL, meanwhile, controls the UI, puts whatever they want in the sidebars, has all the analytics data, etc.

It seems reasonably clear that it's one of the motivations _behind_ AMP - the result is down to us, in the end.

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