The AMP project has to be seen in light of the initiatives by Facebook, Apple and Twitter to force all content into their own framework, instead of sharing links to content on the open web. If they succeed the open web will be killed.

Making a new markup language, like amp, derived from html, and introduce stricter rules on what's acceptable, is far from ideal.

Earlier Google launched SPDY, but after HTTP/2 was standardized, they now abandon SPDY.

There is no penalty by Google for not using AMP. Google has always had a strong focus on speed and unique content. Good mobile pages will be honoured as always.

I have installed this plugin on a few of my sites and will start evaluating. See if I like it. See if there are benefits. The ordinary html pages are still available, even for mobile devices.

BTW: I love the "Read mode" in Firefox, stripping down the page layout to something more readable.

Why do we, the developers, create such bloated sites and pages, not focused on the content? And why does our clients demand such "nice", advanced, bloated, visually stunning sites, instead of focusing on consuming the content? We do. I'm guilty as hell.

AMP has made me think more about this, at least.