Pixel Envy

Written by Nick Heer.

A Report From the AMP Advisory Committee Meeting

Terence Eden:

I don’t like AMP. I think that Google’s Accelerated Mobile Pages are a bad idea, poorly executed, and almost-certainly anti-competitive.

So, I decided to join the AC (Advisory Committee) for AMP. I don’t want them surrounded with sycophants and yes-men. A few weeks ago, a bunch of the AC met in London for our first physical meeting after several exploratory video calls.

I maintain that AMP is antithetical to the open web, and a stealthy anticompetitive threat. If Google did not restrict the top “carousel” of news results on mobile to AMP pages, I doubt it would have ever caught on. It has few merits of its own and is popular solely because it has been given undue weight due to Google’s influence.

Scrap it. Take what good albeit obvious lessons have been learned from AMP — limits on asset size, no arbitrary scripts, simpler page structures — and sink its corpse to the seabed of our collective conscience.