It's interesting that so many people would enjoy AMP, because on my Android, viewing AMP sites in Google's main app often feels much slower than regular web browsing in Firefox for Android.

The difference? I have an ad-blocker in Firefox, but not in Google's app.

So Ad-blocking > AMP > Regular (as far as user-experience from a speed perspective). Obviously Google has a lot of incentive to make sure people don't go the ad-blocking route.

Though not sure what is keeping ad-blocking from growing given its superiority - likely just a lack of awareness about the option. If ad-blocking ever did grow massively though, the internet would change in ways we haven't yet seen. Either ad-serving companies would win the arms battle and ad-blockers would become ineffective, or, the web would have to move to a new payment model (Brave-like perhaps).

I'm not entirely sure what the ideal is - likely a model where users can choose between ads or micropayments is the most pragmatic world.