>Contrary to popular belief, AMP isn’t another “channel” or “format” that’s somehow not the web.<p>One of its advertised qualities is being hosted directly by these ''caches'', which are typically run by Google.<p>>It’s not an SEO thing.<p>I've read that Google treats AMP specially in search results, not that I'd know firsthand.<p>>It’s not a replacement for HTML. It’s a web component framework that can power your whole site.<p>Doesn't it replace tag names, such as IMG with AMP-IMG? Sure, that's technically still HTML, but only in the most base understanding, since unrecognized tags will be ignored.<p>>Web pages are already a great distribution format, and AMP just improves upon it by accelerating delivery via AMP caches and by bundling the main content further, for instance by inlining CSS.<p>These caches, in all practicality, aren't being run by the people who write these pages, which is a major difference, isn't it? You can inline CSS manually; I do.<p>>The same is true for Paired AMP. It’s super hard to maintain both versions over time, and Paired AMP was never meant to be the end state.<p>I don't know what this is, but is this telling me they want everything to be AMP?<p>>AMP isn’t just accelerated, it comes with all sorts of built-in UX advantages (e.g. disallowing interstitials, enforcing a free main thread for smooth interactions).<p>That may or may not be considered a good thing, but AMP doesn't let you change this, now does it?<p>>And AMP doesn’t just power pages anymore – you can now build ads, emails and stories with it.<p>Only Google thinks shoving this garbage into email is a good idea. Only Google and other awful groups are concerned with building ads, too.<p>>We, the AMP team, want AMP to become a natural choice for modern web development of content websites, and for you to choose AMP as a framework because it genuinely makes you more productive.<p>So, they do want everything to become AMP, eventually.<p>>You’ll now only maintain one version of each page by making your AMP canonical, or so-called “AMP first“, and that means your pages benefit from AMP’s performance and UX optimizations across Desktop, mobile and beyond.<p>This is harrowing to read.<p>>AMP First doesn’t mean that strictly all pages of your site must be AMP – sometimes you might want maximum flexibility and distribution is not a big concern, like with a member-only area or complex shopping cart.<p>That's at least the case for now, anyway, right?<p>>Of course, it might not make sense for you to drop everything and reimplement your site in AMP today, and that’s OK! I just want you to know that we’ve grown up quite a bit, and when you set out to redesign or create something new, AMP is here to help you succeed.<p>No, I'll continue writing my web pages by hand, only referencing other files on my website if I can help it, and with no JavaScript whatsoever.