Enshittification: How Platforms Shift From Delight to Extraction
A few years ago, an ad on a search results page was clearly labeled and easy to ignore; that sponsor‑heavy layout used to be something you saw mostly on Chinese search engine Baidu, but now the same slick, indistinguishable promotions appear across global search engines, forcing extra scrolling and turning quick answers into guesswork. Enshittification describes a three‑stage pattern in which a platform first wins users by offering clear value, then privileges paying partners and advertisers to monetize that scale, and finally degrades the product so much that it harms both users and the businesses that rely on the platform. The phrase emerged in tech conversations as a blunt way to name the predictable harms that follow unchecked scale, extractive monetization, and weak competitive pressure. This post traces how platforms move from delight to monetization to destructive extraction, why concentration and lock‑in make that arc likely, and what could plausibly halt or reverse the proces...