What’s up with Google AMP pages anyway



AMP is Google tech for loading pages quickly on mobile.

Basically AMP is the Google version of Facebook Instant Articles.

Google is pushing this tech as a mean to increase the overall volume of mobile Ad inventory – essentially more page views means more revenues for publishers and Google via DoubleClick.

Solving page load issues can be done without AMP and should be probably done without it.


Google tech selling page for AMP

In short: “AMP provides a great user experience across many platforms” – all the rest is just how to implement it.


Why is it a bad idea?

See Daniel Miessler article :

Google AMP is not a good thing


What was the issue we were trying to solve – and how could we solve this differently ?

Justin Avery make a very good exercice of discussing the AMP sales pitch:

See What is the deal with Accelerated Mobile Pages – AMP

Also :

AMPed up – by Jeremy Keith – british web developper from Brighton:

I love the opening:

“Apple has Apple News. Facebook has Instant Articles. Now Google has AMP: Accelerated Mobile Pages.
The big players sure are going to a lot of effort to reinvent RSS.”

which is – in essence of lot of what is happening.

We used to have a standard way to federate content online – using RSS – and this way keeping up to date with whatever we wanted to – in a very platform-agnostic way – and now with Apple / Google / Facebook fighting for every bits of our attention and money – they are re-creating similar technology to avoid us doing anything outside of their platform.


Last but not least – you can also check Joshua Benton on NiemanLab – makes a good balance of all points:

Get AMP’d: Here’s what publishers need to know about Google’s new plan to speed up your website


Bottom line

It seems a lot of marketing around a simple idea for optimising content : stripping your content from most of its fancy elements – but all the while – avoiding people to leave the Google environment which is the key element for Google.

So, yeah… I am sure from a pure engineering perspective we could have done the same without all the AMP fuss which is basically a way to make more web – real estate for Google to bid on…


The dystopian future of Virtual Reality and Augmented Reality

I am a big believer that technology is neither bad nor good.

Technology is just a tool than enable our capacity to be more of what we are already.

We can use technology to solve problems.

Potentially, we can create a better society.

But it is not up to technology but how we use it.


Recently – Virtual Reality (VR) Augmented Reality (AR) are more and more trendy.

Everyone is super excited about where all this is going.

So, I though it might be interesting to stay real – so to speak – and explore how we could potentially fuck this up.


So, just to gain some perspective, here are 3 amazing short films to give you extra food for thought.

Let’s start with Virtual Reality.


Uncanny Valley – When Virtual Reality meet military operation

Do you like video games? Somebody’s got a job for you.

I hate to remind you that innovation is more often than not the result of a military need (Internet, computers, cryptography, planes, etc.)

Oh, and just in case you think this whole video is taking things too far, you should surely read this great article: VR-controlled Robots could save America

Strange Beasts -Augmented Reality beyond Pokemon Go

When I first watched this, I thought it was a real product – until nearly 2 min into the video.

AR became famous with Pokemon Go.

This short film gives you a bitter-sweet taste of what kind of beautiful things we could do with Advanced Reality.


Sight – AR meet Fruit Ninja & Tinder

Sight is not doing much than taking what we do every day and mix it with AR

Really make you think.

A different future

Just between you and me, I don’t fancy  any of these options to become our future.

But like I said earlier, technology is not the key factor.

Humans are.

Which why I believe we have to deploy our energy to upgrade humans’s internal technology – i.e – our values, our moral compass.


Education is the tool to upgrade humans