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The Meaning of AMP (adactio.com)

Last week, Ethan Marcotte, an independent web designer, shared how Google describes AMP (Accelerated Mobile Pages). People at Google says AMP "isn't a 'proprietary format'; it's an open standard that anyone can contribute to." But that definition, Marcotte argues, isn't necessarily an honest one. He writes: On the face of it, this statement's true. AMP's markup isn't proprietary as such: rather, all those odd-looking amp- tags are custom elements, part of the HTML standard. And the specification's published, edited, and distributed on GitHub, under one of the more permissive licenses available. So, yes. The HTML standard does allow for the creation of custom elements, it's true, and AMP's license is quite liberal. But spend a bit of time with the rules that outline AMP's governance. Significant features and changes require the approval of AMP's Technical Lead and one Core Committer -- and if you peruse the list of AMP's Core Committers, that list seems exclusively staffed and led by Google employees. Now, there's nothing wrong with this. After all, AMP is a Google-backed project, and they're free to establish any governance model they deem appropriate. But when I hear AMP described as an open, community-led project, it strikes me as incredibly problematic, and more than a little troubling. AMP is, I think, best described as nominally open-source. It's a corporate-led product initiative built with, and distributed on, open web technologies. Jeremy Keith, a web developer, further adds: If AMP were actually the product of working web developers, this justification would make sense. As it is, we've got one team at Google citing the preference of another team at Google but representing it as the will of the people. This is just one example of AMP's sneaky marketing where some finely-shaved semantics allows them to appear far more reasonable than they actually are. At AMP Conf, the Google Search team were at pains to repeat over and over that AMP pages wouldn't get any preferential treatment in search results ... but they appear in a carousel above the search results. Now, if you were to ask any right-thinking person whether they think having their page appear right at the top of a list of search results would be considered preferential treatment, I think they would say hell, yes! This is the only reason why The Guardian, for instance, even have AMP versions of their content -- it's not for the performance benefits (their non-AMP pages are faster); it's for that prime real estate in the carousel. The same semantic nit-picking can be found in their defence of caching. See, they've even got me calling it caching! It's hosting. If I click on a search result, and I am taken to page that has a URL beginning with https://www.google.com/amp/s/... then that page is being hosted on the domain google.com. That is literally what hosting means. Now, you might argue that the original version was hosted on a different domain, but the version that the user gets sent to is the Google copy. You can call it caching if you like, but you can't tell me that Google aren't hosting AMP pages. That's a particularly low blow, because it's such a bait'n'switch.

3 of 95 comments (clear)

  1. It seems to me: Google is becoming more abusive. by Futurepower(R) · · Score: 4, Interesting

    It seems to me that Google is becoming more and more abusive.

    When I go to web pages, often the NoScript and Ghostery add-ons list one or more Google processes. Google is following web site visitors everywhere.

    Google allows cell phone providers to prevent updates to its Android operating system. That forces people who need security to buy new cell phones.

    In general, it seems to me that hardware and software providers are becoming more and more authoritarian. They take advantage of the fact that most people don't know much about technology.

    In my opinion, Microsoft's Windows 10 is NOT USABLE! How can you deliver a computer to a customer when you know what you are delivering is spyware? One article: Windows 10 is possibly the worst spyware ever made. Quote from that story: "Buried in the service agreement is permission to poke through everything on your PC." A previous comment about Microsoft: Window 10 Spyware.

    Technology companies are not only abusive in their design of products, they are abusive in other ways, also:

    Microsoft: Microsoft Is Filled With Abusive Managers And Overworked Employees, Says Tell-All Book.

    Apple: Cupertino Mayor Says Apple 'Abuses Us'

    Apple again: Criticism of Apple Inc.

    Adobe Systems: Adobe Flash, The Spy in Your Computer -- Part 1 Adobe seems to me to be one of the original abusers. The company demonstrated to others that average people don't know how to protect themselves from technology abuse.

    Adobe Systems rents software: Software as a Monthly Rental

  2. License Proliferation by boudie2 · · Score: 3, Interesting

    This is one of the problems with Linux these days, license proliferation. I've been using Gentoo for fifteen years and in /usr/portage/licenses there is a description of all 760 of them You can specify in /etc/make.conf which licenses you approve or disprove. It appears that instead of the GPL people are just making up their own and you have to wonder what their motivation is. For instance the "Happy Bunny" license. Restrictions? "By making use of the Software for military purposes, you choose to make a Bunny unhappy." WTF?

  3. The Trinet by CustomDesigned · · Score: 3, Interesting

    It is important to move all urls to google.com, facebook.com, or amazon.com. Because soon, these will be the only 3 websites. GOOG and FB already account for 70% of internet traffic, with AMZN in much of the remainder. This is why all three corporations have mobile apps - so that you don't need that pesky browser that can access other sites. So much angst over DNS and ICANN - but soon DNS will be irrelevant. You'll need a Google or Facebook group. https://staltz.com/the-web-beg...