“The goal of Facebook Instant Articles is to keep you on Facebook. No need to explore the larger Web when it’s all right there in Facebook, especially when it loads so much faster in the Facebook app than it does in a browser.
Google seems to have recognized what a threat Facebook Instant Articles could be to Google’s ability to serve ads. This is why Google’s project is called Accelerated Mobile Pages. Sorry, desktop users, Google already knows how to get ads to you.”
“Speeding up the web” is a wonderful sentiment, but Google, Apple, and Facebook are well aware of the impending transition to a post-mobile computing interface that will transform how we see and interact with advertising.
Google AMP, Facebook Instant News, and Apple News are stop gaps to make a few more dollars on a rapidly transitioning medium (web advertising) as it exists in its current state.