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It's the standard tech company mentality: Deliberately make your product different and incompatible with everyone else and compete instead of cooperate. Best case outcome is monopoly and customer lock-in. Most likely case is no one solution gains enough traction and you end up with 15 incompatible chat apps.
A few Hackernews suggest that AMP's feature set can be replicated with a "stop shoving every fucking possible line of javascript into every single pageload" approach, but they are quickly chloroformed and edited out of past Christmas photos.