This is just one of many reasons, but try this on a mobile phone.
Go to Google and search for "Trump"
Note what choices you have to pick from without excessive scrolling. They all end in either ads or Google urls.
Click one of the featured stories in the carousel, almost guaranteed to be an AMP site. Seems to be a prerequisite to sit in the carousel.
Lets say you land on a Washington Post story. What do you think a "right swipe" should do? Should it navigate to a competitor of Wapo? This is Wapo's page, right? So it should go to another Wapo page. Nope, it goes to Fox News.
Okay, so now you've navigated from Wapo to say Fox News. Hit the back button. It should go back to the Wapo story, right? Nope, goes back to Google.
How this isn't viewed as a land grab is a mystery to me.