Walid Halabi writing for Unlike Kinds:
From instant answers where users read content scraped from your site without visiting it, to Google assistant reading your site with barely a nod in your direction, to AMP with plain, samey sites served on different coloured paper, and from a Google domain no less, they want people to visit Google. Not your site. Your site just feeds Google. All these recent initiatives see users consuming your content without even visiting your domain, and in some cases, without seeing your ads or your pleas to subscribe.
If Google’s users were all served by scraped content in Instant Answers and Assistant answers, and dull, non-interactive websites served from Google’s domain, publishers become nothing more than a dumb pipe. But unlike ISPs, no one’s paying them.