It's nicer than the original AMP setup, but still awful for publishers.
For any user that navigates to your AMP page from a Google search...
The publisher gives up the most important piece of screen real estate, and Google highjacks left/right swipes to navigate to your competitors. And, they hijack the back button post swipe too...back equals "back to Google"...not back to the page I swiped from.
It is pretty much like early AOL. A semi walled garden. It offers some speed benefit for users, but way more benefit to Google.
For any user that navigates to your AMP page from a Google search...
The publisher gives up the most important piece of screen real estate, and Google highjacks left/right swipes to navigate to your competitors. And, they hijack the back button post swipe too...back equals "back to Google"...not back to the page I swiped from.
It is pretty much like early AOL. A semi walled garden. It offers some speed benefit for users, but way more benefit to Google.