With the announcement of AMP stories, AMP for email, and just-build-your-whole-site-in-AMP, it’s clear that these concerns are being realised.

AMP is now a Google-driven metaplatform that spans the SERPs, web & email.

Google forked the web.

I’ve been thinking about implications of Google’s AMP ambitions for web standards, and can’t shake the This Is Getting Worse feeling.

So, time for some AMP GAME THEORY.

j/k but seriously here are my thoughts on AMP. 1/?