On February 13, Google announced AMP for Email, an attempt to introduce some of the elements of its Accelerated Mobile Pages specification into email, putting the company’s high-performance web publishing system right inside the messages. Gmail will be the first email client to support these new features, which will give senders a way to deliver complex layouts and templates, interactive user actions, and dynamically updated content. That first implementation isn’t even ready yet, and yet already this is looking like a catastrophe. It should not be possible to design dramatic changes to our most widespread communication medium in secret and then deliver them in a surprise announcement! That completely misses the point of communicating.