AMP is wildly polarizing.
Huge tech companies evangelize for it. It has loads of tech partners and loads of publishers using it. Well-respected companies are building things for it.
There is also a ton of backlash. It's too easy to break. It gives Google far too much control. It's not entirely progressive enhancement friendly. Offline development is harder. The caching layer means clicking a link from Google search results shows the site without ever leaving google.com, which is concerning for any number of reasons, a small one being that it makes sharing the URL weird. That's just a few. I've heard quite the laundry list of complaints.
On this episode of ShopTalk we discuss all things AMP with someone on the AMP team (and who's own blog is entirely AMP) and an entrepreneur building a service around AMP. Do they wonder if AMP is helping or hurting the web? They do.
I cannot tell if you AMP will shake out to have been a good or bad idea for the web.
I can attempt to answer this question though: those sites don't care where you read them. They just want people to read them. Read them. Like them. Trust them. So when they have something to sell (in any sense of the word), they sell it. Losing that attention is more scary than losing direct traffic to one place it publishes. Without saying it in so many words, AMP is saying: you stand to lose that attention without this.
And of course it's not just AMP, there are loads of off-site places you can publish to. So many that I think publishers are saying: "whatever, just make it easy, and we'll blast our content wherever you want."
The following is a guest post by David Attard of DART Creations. David is going to introduce us to AMP (no idea what that is? read on) as well as how you might go about converting an existing site to an AMP site. Hint: it's for big performance gains. AMP is becoming quite a thing. WordPress is doing it. I've got Google telling me to do it and that Analytics supports it.