The Problem With AMP

AMP, Instant Pages and similar convenience features are nothing but a gilded cage.

“Make no mistake. AMP is about lock-in for Google. AMP is meant to keep publishers tied to Google. Clicking on an AMP link feels like you never even leave the search page, and links to AMP content are displayed prominently in Google’s news carousel. This is their response to similar formats from both Facebook and Apple, both of which are designed to keep users within their respective ecosystems.”

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