The Wall Street Journal reports publishers are finding their return on investment in Google's AMP pages a bit lacking.

For some publishers that is a problem, since their AMP pages do not currently generate advertising revenue at the same rate as their full mobile sites. Multiple publishers said an AMP pageview currently generates around half as much revenue as a pageview on their full mobile websites.

I'm with Gruber on this one, what the heck is my incentive to embrace this feature. I have AMP active on my site on the off chance it helps with search rankings, but I don't think I would if this site was totally dependent on page views for income.