[oldpond]

Get 'em hooked on something 'free', then monetize it. Rinse and repeat. Just like they are building a browser that only blocks the 'annoying ads', now they are designing their email to let advertising through. So much for 'don't be evil'.

[siavash]

Things can be both monetized and 'free' and I don't think it necessarily has to be evil simply therefore. What I'm curious about is how they intend/could monetize it?

AMP is afaik an open web format, what's the "get 'em hooked" part here? Is it just a defensive play against Facebook's Instant Articles?