Throwaway Google search engineer here. People here really do care about making the web faster and moving metrics, both because that is how the company is set up to reward employees but also because they believe it makes the product better. Google has been penalizing slow sites forever. It stopped moving the needle (I suspect because it isn’t marketable). Amp on the other hand really is working, metrics show a faster, smoother experience, and user studies have been positive. That’s why Google is doubling down so much with it. Not because they have goals to control content providers or wall off the web, but because it makes a dramatic difference on the whole.