[lern_too_spel]

And finally, if it were just about control, why wouldn't Google have set up a system for direct integration like Apple and FB instead of defining a publishing format that all link aggregators, including current and future competitors, could use and then make a steering committee for the format with only minority representation?

[manigandham]

Because websites are standalone properties with much greater fidelity, design and content than a single article. Google is linking to results, not showing articles like FB or Apple News.

This is also why AMP is not used for much other than news sites, and yet another reason why it's limited, wasteful and unnecessary.

[lern_too_spel]

> Google is linking to results, not showing articles like FB or Apple News.

Results in general shouldn't be written in AMP. The AMP documentation is very clear that it is meant for content pages and by attacking it for a problem it isn't meant to solve, you are engaging in strawmanning.

> This is also why AMP is not used for much other than news sites, and yet another reason why it's limited, wasteful and unnecessary.

It is far less wasteful than Apple News, FBIA, and RSS, which are limited to the same problem but solve it in a much worse way for the publisher. Once again, why aren't you complaining about them?