publishers are afraid that while the AMP project is nominally open-source, Google is using it to shape how the mobile web works, and in particular, to ensure a steady stream of advertising revenue

"AMP is not just about news and not just about articles" ... going forward, the focus will be on new creative ad experiences... highly compelling interactive experiences within the format ... this needs to be easy to implement ... seen a lot of organizations with small engineering teams implement this into their homegrown CMSes within a few days…