We know Google is pushing AMP, Accelerated Mobile Pages on publishers to solve the issue with the mobile web.

I even said this in my what to look for in 2016 as one of my three things to look at.

Yesterday, Google’s head of Google News & Social Products Richard Gingras was on This Week In Google and even Matt Cutts stopped by and they had a really awesome debate around this new initiative. Truth is, I am skeptical like most about it, but one thing no one would argue with is that Google will do everything in their power to see this initiative win.

It is a really long show, but you should listen to it, at least in the background while working. Just listen how passionate Richard is about it. I don’t think I can embed it here, but you can listen or watch it over here.

In short, the argument is how it will force developers into a new way of producing their technology and limit their ad options. But the reverse is the mobile web is dying and this is the only viable solution on the table right now.

Forum discussion at Twitter.