I feel this is Google's response to Apple's ad blocking push (maybe push is too much here, what's a better word?).

Neither AMP nor ad blocking are what is needed. We need sensible ads that are unobtrusive. We need web pages that do not track the consumer. We need smarter designs that don't use huge images everywhere. We need JS where it is needed and not just because it's cool.

We don't need two behemoths fighting over the control of our web.