AMP onboards the publishers onto Google's platform and effectively holds their content for ransom. Makes it easy to implement revenue sharing on advertisements or subscriptions, especially when all AMP ads must be "approved" and "compatible." Watch, the next move from Google will be a paywall subscription service for publishers with 30% revshare to Google and some kind of unified subscription management and/or bundling for users. Or before that maybe we'll even see "AMP for desktop".