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Incentives are fascinating. Dangle the right carrot in front of people and you can subtly influence their behavior. But it has to be the right carrot. It has to matter to the people you’re trying to influence. Just as importantly, it has to influence the correct changes.
激励措施令人着迷。 在人们面前悬挂正确的胡萝卜，可以巧妙地影响他们的行为。 但这必须是正确的胡萝卜。 这对您要影响的人很重要。 同样重要的是，它必须影响正确的更改。
A few years ago there was a story of incentives gone wrong that was making the rounds. The story was about a fast food chain that determined customer service was an important metric that they needed to track in some way. After discussion, they determined that the time it took to complete an order in the drive thru seemed to be a reasonable proxy.
几年前，有一个关于激励措施出错的故事，这是一回合。 这个故事是关于快餐连锁店的，它确定了客户服务是他们需要以某种方式跟踪的重要指标。 经过讨论，他们确定通过驱动器完成订单所花费的时间似乎是一个合理的代理。
So they set a goal: all drive thru orders needed to be completed within 90 seconds of the cars arrival at the window. They had a timer visible to both the customer and the server. If the timer went over 90 seconds, the time would be recorded and then reported back to corporate headquarters.
因此，他们设定了一个目标：所有通行命令都需要在汽车到达窗口后90秒内完成。 他们有一个对客户和服务器都可见的计时器。 如果计时器超过90秒，则会记录时间，然后将其报告给公司总部。
There were some rather silly and unintended side effects. One of the most absurd happened when a customer informed the server that part of their order was missing. The server had the customer first drive forward a few feet, and then back up to the window. This way, the timer reset and it wouldn’t be flagged as a slow order in the reports.
有一些相当愚蠢和意外的副作用。 最荒谬的事件之一是，当客户通知服务器他们的部分订单丢失时。 服务器首先让客户向前行驶几英尺，然后再回到窗口。 这样，计时器将重置，并且不会在报告中将其标记为慢速顺序。
It’s silly. But the incentives being applied encouraged this sort of….let’s call it creativity. The incentives were intended to encourage better customer service, but by choosing the wrong method of encouragement, they influenced the wrong kind of change.
真傻 但是，所采用的激励措施鼓励了…………我们称其为创造力。 激励旨在鼓励更好的客户服务，但是通过选择错误的激励方法，它们会影响错误的变更类型。
Yesterday morning the Accelerated Mobile Pages (“AMP”) Project was announced to a loud chorus of tweets and posts. The AMP Project is an open source initiative to improve performance and distribution on the mobile web. That’s a very fancy way of saying that they aim to do for the web what Facebook Instant Articles does for…well…Facebook.
昨天早上， 加速移动页面(“ AMP”)项目被宣布为大量的推文和帖子。 AMP项目是一项开放源代码计划，旨在提高性能并在移动网络上进行分发。 这是一种非常奇特的说法，即他们旨在为网络做Facebook Instant Articles所做的……好吧……Facebook。
I’ll be completely honest: when I first started reading about it I was viewing it as basically a performance version of the Vanilla JS site. A “subset of HTML”, no JavaScript—it sounded very much like someone having a little too much fun trolling readers. It was only after seeing the publishers who were associated with the project and then looking at the GitHub repo that I realized it was a real thing.
我会说实话：当我第一次开始阅读它时，我基本上将其视为Vanilla JS网站的性能版本。 “ HTML的子集”，没有JavaScript，这听起来像是一个有趣的人，在吸引读者。 直到看到与该项目相关联的发布者，然后查看GitHub存储库 ，我才意识到这是真的。
AMP provides a framework for developers to use to build their site with good performance baked in—not entirely unlike Bootstrap or Foundation does for responsive design.
AMP为开发人员提供了一个框架，使他们可以构建具有良好性能的网站，这与Bootstrap或Foundation对于响应式设计完全不同。
To build a “valid AMP page” you start by using a subset of HTML (carefully selected with performance in mind) called AMP HTML. You also use the AMP JavaScript library. This library is responsible for loading all external resources needed for a page. It’s also the only JavaScript allowed: author-written scripts, as well as third party scripts, are not valid.
要构建“有效的AMP页面”，您首先要使用称为AMP HTMLHTML子集(请谨慎选择并考虑性能)。 您还使用AMP JavaScript库。 该库负责加载页面所需的所有外部资源。 它也是唯一允许使用JavaScript：作者编写的脚本以及第三方脚本均无效。
If you want to load resources such as images, videos or analytics tracking, you use the provided web components (branded as AMP Components).
如果要加载图像，视频或分析跟踪等资源，请使用提供的Web组件(品牌为AMP Components)。
By enforcing these conditions, AMP retains tight control of the loading process. They are able to selectively load things that will appear in the initial viewport and focus heavily on ensuring AMP pages are prerender and cache friendly. In return for having this level of granular control, they give up browser optimizations like the preloader.
通过执行这些条件，AMP可以保持对加载过程的严格控制。 他们能够有选择地加载将出现在初始视口中的内容，并集中精力确保AMP页面是预渲染和缓存友好的。 作为对这种级别的粒度控制的回报，他们放弃了预加载器之类的浏览器优化。
To further help achieve the goal of “instant load”, Google is offering to provide caching for these AMP pages through their CDN. It’s free to use and publishers retain control of their content.
为了进一步帮助实现“即时加载”的目标，Google提供了通过这些AMP页面的CDN提供缓存的功能。 它是免费使用的，发布者保留对其内容的控制权。
The result is pretty impactful. The AMP Project is reporting some rather significant improvements for publishers using the AMP pages: anywhere from 15-85% improvement in Speed Index scores when compared to the original article.
结果非常有影响力。 AMP项目报告了使用AMP页的发布者的一些相当大的改进：与原始文章相比，速度指数得分提高了15-85％。
So from a performance standpoint, the proposition is pretty clear: buy into AMP’s tools and approach to development and in return you’ll get a fast loading page without all the hassle of actually, you know, optimizing for performance.
因此，从性能的角度来看，这一主张非常明确：购买AMP的工具和开发方法，作为回报，您将获得一个快速加载页面，而无需进行实际上为优化性能的所有麻烦。
There’s not anything particularly revolutionary about this. The Google caching is notable in that it is free, but other than that it appears to be nothing more than any CDN can do for you. You can build your sites to be prerender and cache friendly. You can limit your use of JavaScript. You can carefully select your HTML and write your CSS with the goal of performance in mind. You can do all these things all by yourself (and in fact you should be doing all of these things).
没有什么特别革命性的东西。 Google缓存的优势在于它是免费的，但除此之外，它似乎无非CDN可以为您完成。 您可以将站点构建为预渲染和缓存友好的。 您可以限制对JavaScript的使用。 您可以考虑性能的目的仔细选择HTML并编写CSS。 您可以自己完成所有这些事情(实际上，您应该做所有这些事情)。
There is also nothing too exciting about the claim that using a subset of the web’s features will improve your performance. Kill JavaScript on any traditional article page out there and you’ll likely see very similar returns.
声称使用网络功能的一部分可以提高性能的说法也没有什么令人兴奋的。 在任何传统文章页面上杀死JavaScript，您可能会看到非常相似的收益。
The advantage that AMP has over anyone else who might try to make similar claims is that AMP provides clear incentive by promising better methods of distribution for AMP content than non-AMP content.
AMP相对于可能尝试做出类似主张的任何其他人的优势在于，AMP承诺通过提供比非AMP含量更好的分配方法来提供明确的激励。
The distribution model is slightly more fuzzy at the moment than the performance impact, but with a little imagination you can see the potential. The AMP Project is promising a much-needed revenue stream for publishers through soon to be added functionality for subscription models and advertising. Google, for its part, will be using AMP pages in their news and search products at the very least.
目前，分布模型比性能影响稍微模糊一些，但是稍加想象，您就可以看到潜力。 AMP项目有望通过很快增加订阅模型和广告功能来为发布者提供急需的收入来源。 Google至少将在其新闻和搜索产品中使用AMP页面。
There’s a demo of what the search implementation could potentially look like. (Addy Osmani was kind enough to make a video for those who can’t see the demo in their region.)
演示了搜索实现的外观。 (Addy Osmani十分友善地为无法在其所在地区观看演示的人制作了视频 。)
The demo is definitely impressive (provided your article uses “valid AMP HTML”). AMP pages get pulled into a nicely formatted carousel at the top of the search results and pages load instantly when tapped on. It’s exactly the kind of performance I would love to see on the web.
该演示绝对令人印象深刻( 只要您的文章使用“有效的AMP HTML” )。 AMP页面被拉到搜索结果顶部的格式良好的轮播中，点击页面即可立即加载。 这正是我希望在网络上看到的那种表现。
Google does claim they have no plans at the moment to prioritize content that is on AMP pages, but how many of us are going to be surprised to see an implementation like this go live?
Google确实声称他们目前没有计划对AMP页面上的内容进行优先级排序，但是我们当中有多少人会惊讶地看到这样的实现上线？
AMP has giving performance a “paint-by-numbers” solution. The project has also drawn a very clear line from point A to B: do this, and here’s what we’ll do for you.
AMP为性能提供了“数字绘画”解决方案。 从A点到B点，该项目也画出了非常清晰的界线：做到这一点，这就是我们将为您做的。
As a result they get to do an interesting thing here: they get to suggest a big, fat “reset” button and have people take them seriously.
结果，他们在这里做了一件有趣的事情：他们建议一个大而胖的“重置”按钮，并让人们认真对待它们。
This is something Eric Meyer saw coming with the rise in ad blocking.
Feels like content blockers are a two-decade reset button, sending us back to 1995 when nobody was sure how to make money publishing online.
诸如内容阻止程序之类的感觉是两个十年的重置按钮，使我们回到了1995年，当时没人知道如何在线赚钱。
No question that’s scary, but it’s also an opportunity. We can look at what we got wrong in the last 20 years, and try something different.
毫无疑问，这很可怕，但这也是一个机会。 我们可以看看过去20年中出了什么问题，然后尝试一些不同的尝试。
It’s kind of a unique moment. How often does an entire industry get an almost literal do-over?
这是一个独特的时刻。 整个行业多久获得一次几乎字面上的补偿？
AMP is experimenting with what a do-over would look like. Start fresh. Take all the baggage we’ve been adding, remove it, and then try to collectively come up with something better.
AMP正在尝试进行重做。 重新开始。 拿走我们一直在添加的所有行李，将其删除，然后尝试共同提出更好的建议。
If anyone had suggested hitting “reset” a month ago, I would have found it to be an interesting thought experiment. I may have even gotten a little bit excited about the idea. So why is it that now that it’s here, I find it a bit unsettling?
如果有人建议一个月前点击“重置”，我会发现这是一个有趣的思想实验。 我甚至对这个想法感到有些兴奋。 那么，为什么现在它在这里，却让我有些不安？
I think it comes down to incentives.
我认为这归结为激励措施。
If you can build a site that performs well without using AMP, then what does AMP offer us? Certainly convenience—that’s the primary offering of any framework. And if AMP stopped there, I think I’d feel a little more at ease. I actually kind of like the idea of a framework for performance.
如果您可以在不使用AMP的情况下建立性能良好的网站，那么AMP能为我们提供什么？ 当然，便利-这是任何框架的主要产品。 如果AMP停在那儿，我想我会更加放心。 实际上，我有点喜欢绩效框架的想法。
It’s the distribution that makes AMP different. It’s the distribution that makes publishers suddenly so interested in building a highly performant version of their pages—something they’re all capable of doing otherwise. AMP’s promise of improved distribution is cutting through all the red tape that usually stands in the way.
正是这种分布使AMP与众不同。 正是这种发行方式使发布者突然对构建其网页的高性能版本产生了浓厚的兴趣，而这一切都是他们本来可以做的。 AMP承诺改善分配的希望是突破通常会遇到的所有繁文tape节。
This promise of improved distribution for pages using AMP HTML shifts the incentive. AMP isn’t encouraging better performance on the web; AMP is encouraging the use of their specific tool to build a version of a web page. It doesn’t feel like something helping the open web so much as it feels like something bringing a little bit of the walled garden mentality of native development onto the web.
使用AMP HTML改善页面分布的承诺改变了动机。 AMP并不鼓励在网络上获得更好的性能。 AMP鼓励使用其特定工具来构建网页版本。 感觉不像是对开放网络的帮助，反而感觉上像是在将原生开发的一些围墙花园心态带入了网络。
That troubles me. Using a very specific tool to build a tailored version of my page in order to “reach everyone” doesn’t fit any definition of the “open web” that I’ve ever heard.
那困扰着我。 使用一个非常特定的工具来构建我的页面的定制版本以“覆盖所有人”并不符合我所听到的“开放式网络”的任何定义。
Getting rid of the clutter on the web and improving performance is a very worthy and important goal, as is finding ways to allow publishers on the web to have a consistent revenue stream without derailing the user experience.
摆脱网络上的混乱情况并提高性能是一个非常有价值和重要的目标，寻找使网络上的发布者拥有一致的收入流而又不会破坏用户体验的方法也很重要。
But they should be decoupled. Provide tooling to improve performance. Provide a model and method for producing a revenue stream and improving distribution. You can encourage better performance by factoring that into the distribution model, but do that for performance in general—not just performance gained by using a specific set of tools.
但是它们应该解耦。 提供工具以提高性能。 提供用于产生收入流和改善分配的模型和方法。 您可以通过将其纳入分配模型中来鼓励更好的性能，但通常是为了提高性能而不仅仅是通过使用一组特定工具获得的性能。
There’s a smart team behind AMP and I do think there’s value in what they’re doing. I’m hopeful that, eventually, AMP will evolve into something that really does benefit the web as a whole—not just a specific version of it.
AMP背后有一支精明的团队，我认为他们的工作有价值。 我希望AMP最终能够发展成对整个网络真正有益的东西，而不仅仅是特定版本。
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