Google says these will be the areas of focus on the AMP project: (from http://googlepolicyeurope.blogspot.com/2015/10/introducing-a...):

1)Content: Publishers increasingly rely on rich content like image carousels, maps, social plug-ins, data visualizations and videos to make their stories more interactive and stand out.

2)Distribution: Publishers want people to enjoy the great journalism they create anywhere and everywhere, so stories or content produced in Spain can be served in an instant across the globe in say Chile.

3)Advertising: Ads help fund free services and content on the web.

It looks like google is encouraging publishers to join its initiative in the same way how it herded everyone to get "responsive".