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The irony was that we were doing exactly that at The New Yorker (one of the many Conde Nast sites) - rebuilding the article page as a start point.

We had to pause that project and drop it all to go work on AMP...

(so you could fairly say I'm a bit bitter about that)

Mike's bitterness is point on. Source: I dealt with the same shit as Mike.

BTW Hey Mike miss you!

I mean it's basically the same work you were doing before but now your articles can be featured in Google's carousel and you get absolutely no 'wink wink' ranking boosts.

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