The goal of AMP was to starve companies using ad providers other than Ad Sense.
It looks like Google got scared of incoming anti-trust lawsuits and preemptively killed AMP hoping the matter will be closed.
Another problem is that our regulators seem to be shy and feel intimidated when it comes to dealing with such companies. Maybe it's time to give them more powers?
At the end of the day, we don't want one stagnant big company, but thousands of small and medium businesses competing with each other.
They should be looking into splitting Google, Apple, Amazon and the likes.