> If I don't the competition will. We originally had web standards for a reason, now we're doing this non-standard stuff.

I suggest you file a complaint here, if you believe you have to use AMP to not get a competitive disadvantage (because that would be unfair influence on the market by Google):

http://ec.europa.eu/competition/contacts/electronic_document...

EDIT: The parent comment complains that the market is unfairly influenced by two large almost-monopolies in their respective markets – so why do I get downvotes for linking the official reference for filing antitrust complaints?