Replying to @eric_young_1 and @clockwerks, @pilhofer, @reckless, @ckrewson, @backlon, @spiritedmediaco, @billy_penn
No, as it became clear that AMP was required to perform in search, pubs switched to having all in AMP. It was expensive to do so because indeed it's brittle tech, but the effect on search didn't leave much choice. It ate resources that could have gone to useful work.