> If it weren't that big a deal, Google, Bing, Baidu, etc. wouldn't go through the hassle of setting up the infrastructure to make instant loading with AMP possible.
Sure they would. Google wants it because it increases Google's control of the web. Google's competitors want it because they don't want Google's control of the web to be increased.
No company controls the web. Not Google, Not Facebook, Not Apple. I dont understand where you're getting the idea that Google controls the web. Nobody is stopping anyone from publishing anything they want. Dont like Google? Talk about that on HN.
The real walled gardens are the apps ecosystem where there is a clear gatekeeper.
Sure they would. Google wants it because it increases Google's control of the web. Google's competitors want it because they don't want Google's control of the web to be increased.