Things can be both monetized and 'free' and I don't think it necessarily has to be evil simply therefore. What I'm curious about is how they intend/could moneti

Things can be both monetized and 'free' and I don't think it necessarily has to be evil simply therefore. What I'm curious about is how they intend/could monetize it? AMP is afaik an open web format, what's the "get 'em hooked" part here? Is it just a defensive play against Facebook's Instant Articles?