It's definitely control, but it's almost a lesser of three evils - it's no coincidence that as a large web publisher at the time, we were approached by Google, Facebook, and Apple at almost the same time and asked to deliver content for their respective walled gardens.

I'd happily choose the web over the other two alternatives. Sure it'd be great to have an open standard achieving the same thing as AMP, but it's 2019 and we haven't seen it yet.