I addressed this in another comment thread (https://news.ycombinator.com/item?id=29269423), but I disagree. The fundamental problem is one of incentives—individual companies don't have the leverage to fight back against ad companies and advertisers that want to implement bad user experiences and slow loading JS. Google's adoption of AMP forces publishers and ad networks fall into line, by enforcing limits on floating ads, popover, interstitials, custom JS, etc. Is this self-interested on Google's part? Maybe. But it's hard to argue that it's not ultimately better for the consumer.