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If a site gets 100m unique in a month they will be at the very top. They can then choose to provide a fast site, or slap on a bunch of analytics, tracking, and 3rd party bloat that provides business intelligence and millions in revenue - while staying ranked at the top.

They get to have their cake and eat it too, and there was no incentive (before AMP) to reign that in.

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That's the thing about parameters - they can be tuned. The factor for page speed could have been tuned to matter as much, if not more than their unique views, trashing their ranking the moment they started adding bloat.

Google appears to have decided not to, in an apparent effort to boost their ecosystem, at the cost of the open web.

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