3,668 karma · joined October 11, 2010
There is wide consensus that while there are certainly trade-offs this is a good thing.
Cloudflare also offers an AMP cache if you'd rather not use Google's.
https://github.com/ampproject/amphtml/blob/master/spec/amp-c...
Note, that at the beginning of the developer preview 2 years ago, AMP did do something like this, but it was quickly fixed.
You can beat AMP's performance with hand-tuned optimizations. Its goal is to uplift performance across a significant percentage of web content (instead of just that developed by the few experts).
Is Google going to penalize my sites if we don't use it? No, AMP is not a ranking factor.
We don't include advertising in our pages, so should we care about AMP? Advertising is to AMP like Advertising is to the Web. E-commerce is a big use case where advertising is uncommon.
Getting similar performance out of on-origin serving is a priority for us, but we aren't there yet. One challenge is to give it the same scale as the AMP cache.
We did add the link away from AMP, so that users who cared have a per-link opt out. We know that most users love the experience.
In terms of the AMP open source project governance rules I am THE tech lead. https://github.com/ampproject/amphtml/blob/master/GOVERNANCE...
I also manage a team at Google that works full time on the AMP open source projects and act as an overarching tech lead, but there are several sub teams that have specialized tech leads (e.g. for UI, ads, analytics, caching, etc.).
Is that what you wanted to know? :)
People here are opinionated about it, but users love it.
TL;dr AMP is 100% build on web tech. Pre-rendering achieves the performance but relies on history.pushState and iframes, which doesn't allow presenting a URL that is not on the same origin as the search page.
We think that the UX trade off in the URL is OK given the performance benefits. Given that it is a trade off we now have a bunch of projects to mitigate those trade offs. More coming soon, including lots of improvements to Safari. My team works directly on WebKit to fix bugs that affect AMP (but also the web as a whole, since AMP is just web tech).
It appears Safari implemented a special case. We'd prefer a more generic solution where browsers would share the canonical link by default, but this works for us.
I'll report the flag bug.
This is important for avoiding that you e.g. would suddenly see re-marketing ads for pages that you have never clicked.
Original article was about e-commerce. The Top Stories carousel is not relevant to e-commerce since it only contains news articles.
…and similarly the rest of the article seems badly researched.