Instead of just fixing it

This article was written in 2015. It might or it might not be outdated. And it could be that the layout breaks. If that’s the case please let me know.

The ever brilliant Maciej Cegłowski created another gem. He copied the Google AMP promotion page and made it fast, as it should be. Not by using AMP, like Google suggests when your website is slow, but by simply fixing the problem. He removed all unnecessary cruft, loaded the page directly (instead of slowly, slowly fading it in), added an extra quote from a contributor, and updated the copy here and there.

Some quotes

He did a brilliant job with translating the marketing BS from the original site to things like this:

For many, reading on the mobile web is a slow, clunky and frustrating experience. Rather than fixing this, Google is proposing the Accelerated Mobile Pages (AMP) Project, an open source initiative that tries to get publishers to create halfway-readable web pages while promising them all the benefits of total reader surveillance.

And this one:

The following publishers have joined the Accelerated Mobile Pages Project instead of just fixing their websites.

There are a few more. The quote from the extra “contributor” is to the point. Go find it. And be sure to scroll all the way down to the footer to read the conclusion. Simple and true. And when you’re done laughing — and crying — be sure to forward it to every (major) publisher you know.