Google is bringing the power of AMP (Accelerated Mobile Pages) to email, which will essentially allow applications to run inside messages. The company believes this will offer numerous benefits, such as dynamic, updated content, but critics say that the beauty of email lies in its simplicity and static nature. This is the great genius and curse of email, that all you can do is send messages back and forth. It’s not always the best option, but it’s rarely the worst. If it’s more complicated than that, you use something other than email: a chat app, a video call, a file host. These useful items are often located adjacent to email, sometimes closely integrated, but they’re never actually part of it. This is a good thing.