accelerated mobile pages is an open-source standard for any publisher to load pages quickly on mobile devices, supported browser currently are
google added the ability to the amp header that makes it possible to open or copy the non-amp link, also load a webpage as non-amp with this noamp app
some web developers have expressed concern that google is getting too much say in how the web operates.
the intelligence spreading further with gmail integration, other mail provider can adopt amp as well – a price tag is always up to date, no matter when you open the mail or enter feedback without opening the browser
update: development of a new accelerated Mobile pages (amp) component enabling publishers to acquire user consent is underway and accepting comments.