Accelerated Mobile Pages (Amp) offers a redesigned, slimmed-down version of HTML, the language in which web pages are written, and a set of rules for publishers and advertisers that stops them putting data-heavy graphics, interactive features and ads in their articles. As part of the programme, Google is also offering to store versions of the pages on its own servers around the world, and will show Amp articles in a carousel at the top of search results.(source)
He unpacks the user experience and the commercial benefits for Google. In the end, he argues that the experiment has gone on long enough and that we need the open web back now.