very well said Alex, I enjoyed reading this article and agree with your conclusion. I particularly like how you draw analogy between the open web turf the Google made an empire on and the emerging mobile battleground dominated by the iOS and Android operating systems collecting and monetizing every users move. Would you say AMP is more of a defensive stance for Google to protect and keep owning those users who are on iOS devices? If on Android, then they already can collect tons of info about a user from the OS-level, AMP or not. What are your thoughts?