Yeah the endgame would involve a play-store like 30% cut of any revenue, subscription, ads, anything. 30% cut from non-Google ad network revenue as well. At that point publishers won't have a choice any more because of the Chrome and Google search monopolies.
By that time it will be warranted to limit user freedom on the web to make security and privacy accessible for everyone, just like Apple does today on their devices. The scary open web and the meaning of a general purpose computing device will be easily forgotten.
I think the easier version of that is AMP gets favored and AMP only serves Google ads. I never really thought of that being the endgame, but it makes a lot of sense now that you say it.
