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A comment on Please Make Google AMP Optional. Parent comment
The content that user gets on their browser is cached content hosted on Google's servers.
The URL that is shown in the location bar is `www.google.com/amp/<site>`.
The rapid adoption is primarily due to fear of being left behind in Google's search ranking.
As the blog states, it drives mobile views away from the site whose content is being shown (some call it stealing).
On occasions I've seen more "Suggested Content" on an AMP page than the actual site.
From what I've read, AMP came as a response to Facebook's instant articles not primarily driven from user needs.
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The content that user gets on their browser is cached content hosted on Google's servers.
The URL that is shown in the location bar is `www.google.com/amp/<site>`.
The rapid adoption is primarily due to fear of being left behind in Google's search ranking.
As the blog states, it drives mobile views away from the site whose content is being shown (some call it stealing).
On occasions I've seen more "Suggested Content" on an AMP page than the actual site.
From what I've read, AMP came as a response to Facebook's instant articles not primarily driven from user needs.