[valladanger]

I agree with most of the article, but I think that my browsing experience with news (and similar) websites has been improved overall by AMP in a way that I almost regret visiting websites that offer no support for it. On the other hand, I also think that publishers need more control over their content and how they serve it to their users. Having said that, if AMP were to be integrated with GCP it could improve the service for everyone involved, not only publishers and consumers (yes, even for Google itself); for example, a publisher could have an AMP Cloud Storage bucket configured under the domain of the publisher in order to use the its identity and not google's one. On the consumer's end it could be as simple as a switch to turn off amp results for a single session or for every single one. At the end of the day, lets not forget that it is a fairly new approach to improve the web experience (and not a bad one at all) and there are options and many paths that AMP could follow in order to become a better experience for everyone.