Google AMP is bad news for how the web is built, it's bad news for publishers of credible online content, and it's bad news for consumers of that content.

It's time for developers to wake up and, as Jason Scott once said of Facebook, stop: "Shoveling down the sh*t sherbet" Google is now serving with AMP.

Announced in 2015, duly open sourced and integrated into Google’s mobile search, Google has pitched AMP as a way to speed the mobile web.

It employs something the ads slinger calls AMP HTML that the firm describes as a “new open framework built entirely out of existing web technologies.”

What it is, is a way for Google to obfuscate your website, usurp your content and remove any lingering notions of personal credibility from the web.

And if you don't, consider yourself not part of the future of search results.

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