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The fact is, we shouldn't need AMP to refocus our efforts in favour of the user... we should be making lean and performant pages as a matter of course.

I do agree that if Google really want to do anything to help the cause, they would more heavily lower the ranking (or completely remove from their index) any sites that don't meet basic performance and readability thresholds.

AMP is clearly a play into their own walled garden.

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> heavily lower the ranking (or completely remove from their index) any sites that don't meet basic performance and readability thresholds.

This seems like a much tougher problem than AMP.

From an API design standpoint, it is much easier to build and maintain an endpoint that receives data that must be in a specific, proprietary data format instead of an endpoint that allows the user to input data in any format and then attempts to parse that data after receiving it.

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