[jbman223]

It’s easy to say “Ignore Amp” when you’re not a content site that depends on Google Search to stay alive. Sadly, for a large amount of sites on the web, what Google says is what goes. Chasing a #1 keyword ranking puts food on people’s tables. It’s not always as easy as “this thing is bad: stop using it!”

There will need to be a bigger driving force to get amp out of popularity. As long as AMP pages unlock preferential treatment in search results (mobile carousels), sites that want to compete will be forced to use them.

[notahacker]

Maybe take a leaf from Google's history (the campaign against IE6) and ensure every AMP page includes a recommendation to switch search engine as Google is 'phasing out the ability to find webpages'. I'm only half joking...

[glaucon]

> Chasing a #1 keyword ranking puts food on people’s tables

Totally agree with you about this.

> There will need to be a bigger driving force to get amp out of popularity

Oddly enough the bigger driving force will almost certainly be the internal politics of Google causing it be shoved on the pile of "things we used to think were important" out the back of the Googleplex.