Accelerated Mobile Pages are fast and extremely convenient primarily due to the wide adoption by publishers. However, one common complaint involving URL schemes has existed since its origin, and Google is finally tackling it . Most AMP page URLs begin with google.com/amp due to privacy concerns and in order to deliver the vaunted speeds: As we detailed in a deep-dive blog post last year, privacy reasons make it basically impossible to load the page from the publisher’s server. Publishers shouldn’t know what people are interested in until they actively go to their pages. Instead, pages are loaded from the Google AMP Cache that append the google.com/amp/ URL prefix to the address. This prefix has been criticized for a number or reasons, including in relation to Google’s fake news problem. Viewers have a tendency to trust less than reputable sites that use AMP as the presence of Google in the URL provides a level of trust that is not nec...