content: I just encountered this topic for the first time today too and will give you my limited understanding of it.  It's an idea that Google, Bing and other big tech companies are toying with, while Mozilla is still against it (bribes are probably on the way). It works like this: 1. Search for something 2. Click on a result 3. Now here is where things get weird. Instead of going to the web page of the link from the search result, you will be taken to https://www.google.com/result/www.otherdomain.com/content.  In Firefox you will see the full URL and can see that it's from Google. The next step is that in Chrome you will only see www.otherdomain.com/content and won't be able to see that the content is actually being served to you by Google. If Google etc. do this, they won't only be able to see which results you clicked, but what else you clicked on inside any page you clicked on that was linked in the search results. They would potentially be able to alter the content and serve whatever they want, as well.  The excuse they will give for why the AMP cache makes sense is because it will load faster, since the page is being served to you by Google. A poor excuse, since it's clearly the next big step in tracking, adtech and further centralization of the web. Disabling AMP is one simple step to give Google less tracking capabilities.