As a strategy, AMP is Google’s most brazen. It serves as a vehicle for routing users through the Google Content Delivery Network even if they’re reading content from other websites. Sites that don’t adopt AMP get pushed out of Google mobile search results and into oblivion.
Google AMP: Don’t Be Evil?
The Accelerated Mobile Pages Trojan Horse and the health of the free and open web…
Adventures in Consumer Technology
And I definitely agree with your conclusion:
We must fight to diversify the internet, uphold open standards, and stamp out monopoly.
…but populist misunderstanding of both aggregator economics and antitrust applicability is a bigger inhibitor of rival innovation than Big Tech’s bear hugs. From “The Carrot and the Stick”:
New entrants can only sustain were they to aim for “new market disruption” in which they occupy incumbents’ blindspots — completely new vectors where incumbents can’t squash upstarts for fear of cannibalizing their own, preexisting cash cows. Think in terms of Google disrupting Microsoft by organizing the chaotic web — as opposed to Firefox just building a better browser than Internet Explorer. Don’t build a better mouse-trap; build a waterwheel the mouse can spin to produce hydroelectricity.
Of course, the free and open web is prone to beg, borrow, and steal your attention. Reading blogs, news, and research has always been an inefficient user experience — like finding needles in haystacks — but now Annotote is the antidote, so check it out: Don’t waste time or attention; get straight to the point.