TikTok, airlines, and your favorite apps share a common fate: they often start off great and gradually become less enjoyable. This decline has a name—“enshittification.”
Cory Doctorow, a journalist and activist, dives deep into this topic in his latest book, Enshittification: Why Everything Suddenly Got Worse and What to Do About It. He explores how platforms, like Google and Facebook, initially attract users with excellent services but shift gears to profit off them as they become trapped in the system.
Doctorow’s insight reveals a cyclical pattern. First, platforms entice users, then they lock them in using various strategies. Once users are dependent, the platforms begin to prioritize profit over user experience. This process often leaves everyone dissatisfied, yet we stick around because we feel we have no choice.
But why now? It’s not just corporate greed; changes in competition and legal frameworks have made it easier for these companies to manipulate user experiences while sidestepping potential backlash.
There’s no specific start date for this trend, but Google’s 2019 antitrust case indicates a turning point. At that time, Google executives debated making search more frustrating, knowing users were unlikely to leave due to their market dominance.
People often wonder why we continue using services that have become worse. The reality is that many of us have nowhere else to go. A few dominant companies have made alternatives less viable. For instance, antitrust laws have not kept up with modern markets, allowing situation where monopolies thrive.
The problem isn’t confined to tech giants like Facebook. It’s spreading. As companies digitize and “platformize,” they often exploit customers, leading to dynamic pricing and less transparency. For example, Amazon’s advertising business has grown dramatically, but its algorithms can skew search results to favor paid listings, not necessarily the best products.
Even on platforms like Facebook, users are entrapped. What once was a simple feed of posts has devolved into a space filled with ads and intrusive promotions. Many users claim to dislike it but find it hard to leave, as the network’s sheer size creates a powerful barrier.
Doctorow points out that structural issues need structural fixes. It’s not enough to simply complain about poor service or high prices. Real change requires collective action and possibly government regulation to disrupt the cycle of enshittification.
This brings us to the current state of politics. The phenomenon fosters distrust and cynicism. People begin to see corporations as greedy and manipulative, undermining faith in institutions meant to protect them. Doctorow urges a revitalization of regulatory frameworks and a more equitable marketplace.
With increasing dialogue around these issues, from tech workers realizing their importance within companies to growing public awareness of corporate practices, there may be hope. The future isn’t simply something we anticipate; it’s something we actively shape through our choices and collective action.
To learn more about this fascinating subject, consider checking out expert insights and reports on platforms and their changes, like the European Union’s Digital Markets Act, which aims to ensure fair competition in digital services.
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