Earlier quoted context omitted.
But it's entirely opt-in -- how is this controversial?
Because users seeing AMP links as faster will pressure more sites to do it. Keep in mind, AMP pages on google aren't just fast because you're not using bloated javascript, they're fast because: - The JS that is used is CDN cached and shared with all other AMP sites - You're loading the content from the same origin (google.com) so no need to establish a new TLS connection, or look up DNS, etc - Google's servers/networ…
Offer better experiences on their websites and apps, the technology is available but publishers choose to shovel crap in with food and call it beef tenderloin. Now Google is offering something better.
What did you expect Google to do when Apple News Format and Facebook Instant Articles are creeping up? Both offer impressive experiences and this isn't even nearly as impossibly mind-boggling.
AMP is an open standard that any publisher and any search engine can implement and if all search engines get on board then users win so much -- pages load faster, they require much less network bandwidth, they're easier to read. Nobody, absolutely nobody, will have sympathy for publishers after all the bullshit we're being forced to experience both now and historically.