Such artificial delays are already intentionally inserted for the purposes of allowing header bidding, regardless of AMP. Are most users aware of that. What this alleges Google is doing with AMP is making the delay worse, but there is still a delay. This is part of the price the user pays for online advertising. Not just (potential) visual distraction of advertising, but (real) time waiting for advertisers to bid before an ad can be shown. (What does a message like "Page loading..." really mean. Imagine if the message was "Advertisers bidding...") Advertisers might fail to get the user's attention or click, but they are always successful in stealing the user's time, with help from "ad tech" companies like Google. Regardless of whether the user ever looks at the ad, or clicks, she still has to wait for header bidding to complete.