Everyone did. It's why web apps are dead & buried, and native apps rule the world. Nobody talks about cool web experiences anymore. It's why we're all talking about the experience of viewing a search result instead of the experience of browsing the web.
Entire areas that started exclusively on the web are now dominated by native apps, like social.
The web only exists for long-tail, rarely used content. That's the actual area it occupies now. Google, with AMP, are optimizing for the usage the web has left. It's a realistic approach to the web.
It's foolish - and naive - to dismiss user experience.
This is 100% the argument that I try and explain when people say "I don't support Google, I use Brave" (or some other Chrome/Chromium browser over Firefox). It typically falls on deaf ears.
I wonder how many people supporting the imo absolutely deserved "FUCK GOOGLE" mentality use Chrome to voice their thoughts?
Nobody. It's a non-issue because, despite the faults of the web, the average person is still clicking on chum-boxes, sharing clickbait, and using Google services.
Google isn't trying to save the web. They're trying to become the web. And they've already made their money, so what makes you think they care out of the goodness of their hearts?