AMP for Email Is a Terrible Idea

Google also wants to add AMP to email. This is a terrible, bad, awful idea. 

People leave Gmail all the time to go to airline webpages, online shops, social media, and other places. Places that have created their own user environments, with their own analytics, their own processes that may or may not be beneficial or even visible to Google. Can’t have that! But if these everyday tasks take place inside Gmail, Google exerts control over the intimate details, defining what other companies can and can’t do inside the email system — rather than using the natural limitations of email, which I hasten to reiterate are a feature, not a bug.


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