This is another phase of their Accelerated Mobile Pages (AMP) project. The idea is to deliver media content embedded in the email message, rather than having you open it in your browser (this of course ensures you never leave the Google environment). Why is this important? Well, it reflects the increasing importance of email to marketers as they lose their ability to position their content in social media. " The opaque algorithms of Twitter, Facebook, and Instagram can make promoting content organically (i.e., without paying) a tricky matter," writes Mark Wilson. The benefit to the consumer? According to Wilson, it's that they will no longer get lost on their phone. Um hm.