AMP was great for those with very low speed internet. The philosophy and implementation of AMP can be questioned (URL masking, content stored away from the origin) but it did show that users really wanted to click on pages that loaded fast.

Core Web Vitals, as a publisher myself, are a nightmare. But at least we know what goes wrong as it's clearly laid right in front of the developer's eyes. So we go and fix thing after thing. And some pages just won't get fixed because of some ads.

The point is CWV do make the web better. Those vital metrics are actually making sense (CLS, LCP).

I understand the reticence and reserve at who is behind both these efforts that AMP and CWV are, but they forced me to make my websites faster, cleaner.

Was it a panicky few months trying to get this sorted? Yes. Did we have to speak to ad networks so they fix up some ad delivery? Yes. Will Google really rank us better thanks to that? Maybe. Couldn't we have done it from our own accord? The incentive wasn't big enough I guess.

But today, the fact is, the experience on all of our websites is very much clearly improved.