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One of the big arguments that @Google uses to justify AMP is that private information (the preload) shouldn't be leaked to publishers. 
Let that sink in for a moment. Google is by far one of the biggest online publishers. What they're really saying is that they don't want *other* publishers to have high-quality, search-derived targeting data about you, but they're happy to have and use it themselves.
The implied defence is that they can't avoid collecting personal information when providing search. While that might be true for the queries, it isn't necessary to connect them to details about *you* to do that.
That's proven by @DuckDuckGo's business model. Google search also uses contextual information; they could rely upon that, but one assumes they can't ignore the trove of data that search provides for targeting ads (in search and elsewhere).
Of course, you could search using Google without logging in, but their numerous, sticky services make it hard to do that -- so the data keeps rolling in.
Now, they've convinced the @ietf to create a Working Group for Web Packaging, which bakes the capability to do AMP natively into the Web.
Before the group was chartered, the @intarchboard held a workshop to gather feedback about AMP from publishers. Here's the report: https://tools.ietf.org/html/rfc8752
'During the workshop, several online publishers indicated that if it weren't for the privileged position in the Google Search carousel given to AMP content, they would not publish in that format.'
AMP also shifts power significantly in the advertising market; @DinaSrinivasan talks about this extensively here: https://law.stanford.edu/publications/why-google-dominates-advertising-markets/ 132-49
I think all of this is a good reason NOT to standardise Web Packaging. There are in theory other uses of it that are user-focused, but they seem largely theoretical; browsers aren't lining up to support them.
Instead, we should be building a Web (and an Internet) where laudable goals like improved performance don't further consolidate power into few hands. Because when an intermediary controls communication, it's not the Internet any more.
If we don't do that, the adtech industry's cynicism about efforts to improve privacy through third party cookies while ignoring first-party issues is justified.
And frankly, from a competition law perspective, I think this is a great reason to structurally separate Internet search from content and ad businesses in dominant undertakings. /end
