Tim Kadlec shares concerns about Google’s Accelerated Mobile Pages: It wouldn’t bother me if AMP was open about what it is: a tool for folks to optimize search engine placement. But of course, that’s not the claim. The claim is that AMP is “for the open web.” If AMP is truly for the open web, de-couple it from Google search entirely. It has no business there. If AMP makes performance better, that’s fantastic! Let’s incentivize good performance in the rankings. Let’s incentivize the goal, not the tool. There’s a lot of speculation on what AMP is and isn’t. Tim does a great job of breaking this down.