(Disclosure: I work on ads at Google, and I'm friends with some of the people at the link. Speaking only for myself.)
(Disclosure: I work on ads at Google, and I'm friends with some of the people at the link. Speaking only for myself.)
Edit: I misread. Corrected below. Sorry!
Also worth noting that we should probably judge AMP as a whole product. What if it didn't make things faster at all, but did make them predictable and amenable to prerendering? The product is AMP+Cache+Prerendering. Prerendering unquestionably gives huge speed advantages in many scenarios. If you don't have AMP, you don't have prerendering, which means AMP-as-a-product gives significant speed advantages, since it's on the critical path to prerendering. (All of this is of course predicated on the idea that you can't practically prerender normal HTML pages, which perhaps you can, I don't know. I'm just saying if that justification for AMP is correct, it shouldn't necessarily matter that HTML+AMP markup is not faster than HTML markup.)
You just answered it yourself. If someone follows good habits already, then AMP isn’t faster for them (aside from Google not allowing non-AMP loads to start sooner).
Is that what I'm reading?
And yeah, it's a technical issue.