malign? I think the imposition of AMP was the only solution to a problem with 3 constraints:

1) make web pages fast, without shitty popups on mobile 2) make this happen for large coverage of heavily visited pages 3) make this happen quickly (OKRs are on quarter/annual cadence)

Imagine you owned Google Search and you were afraid for your life that everything was moving into native apps because the experience was better. As a search engine, you only control the front door and not the content. What do you do?