Your point is completely valid and it raises good concerns. In this case, I think it’s worth separating AMP and Google’s implementation.

Google’s dominance means that content distributors will build to AMP spec, and there’s suddenly a world where “tag your shit” is taken seriously, and that content/those feeds exist in the open where anyone can download them.

If you’re a non-Google tech giant you’re going to drag your feet on AMP. You can make publishers dance to your tune.

But for the little tiny mammals that we are (I.e. Postlight) I just see a huge outpouring of valid, parseable, usable HTML-ish stuff that is well-tagged showing up in the wild. I don’t really care about the motivations of the publishers or Google. I just know that there’s suddenly, apparently, 150 million data-rich URLs with valid markup on the open web that could—if I had a good parser—be reliably parsed by machines and work on mobile. Independent of Google.

Plus it’s just useful to have a format that works that well.

CEO,, a digital product studio in NYC. Also writer, Medium advisor, programmer. Any port in a storm, especially ports 80 and 443.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store