Recently Google released Accelerated Mobile Pages (AMP), an open source subset of HTML with performance in mind. What purpose does it serve and do we really need that?
These incentives are good, but you have to invest in a new technology whereas everything could be solved with existing technology. Keeping performance in mind should never be an afterthought.
But as it seems like most publishers didn’t keep that in mind – here we are. Buying into a technology, controlled by a big corporation, which removes all the nice stuff we added over the years, just because we couldn’t control ourselves to keep performance a main goal. The incentives (better performance) are notable, but the realization isn’t doing good for the open web.
Let’s see, what the future brings. I hope the web stays open and does not buy into proprietary technology. But do we have a choice?
Is the next step Google automatically creating AMP versions of regular web pages and hosting cached copies whether you like it or not?