So, we spent ages getting to where everyone agreed on standards and they were correctly implemented.

Google are now making new standards which don't conform to the agreed standard, which restrict how you can build your site. If you don't do it, they'll destroy your traffic.

AMP is text book Embrace, Extend, Extinguish. No ad network but the Google ad network allowed.

We're sleep walking back into the same thing MS did 30 years ago, with Google this time. They really have just lived long enough to become the villain.