The term “Enshittification” may sound humorous at first, but it encapsulates a serious problem affecting the digital world today. Coined by Cory Doctorow, enshittification describes a pattern where online services and products deteriorate over time as companies prioritize profits over users and business customers. This blog post will delve into this phenomenon, its phases, and how we can take steps to mitigate its impact on our digital lives.
The Golden Days of the Internet
In the late 90s and early 2000s, the internet was a burgeoning space full of potential. It was a time when users could directly access various services and products. YouTube offered entertainment in exchange for watching occasional ads, Uber connected you directly with drivers, and Airbnb allowed you to book rooms without hassle. Amazon and Netflix provided better experiences than traditional stores and TV services. The future seemed bright and promising.
What is Enshittification?
Enshittification is the gradual decline in the quality of online services and products, driven by the need of big internet companies to increase profits and satisfy shareholders. This process typically unfolds in three phases:
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- Provide Value to Onboard Users: Companies initially offer great value to attract users and build a large user base. They provide incredible services, gain media coverage, and undercut competitors, often without worrying about immediate profitability.
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- Shift Focus to Business Customers: Once a substantial user base is secured, the focus shifts to business customers. Platforms tweak algorithms to favor paid content, making it harder for users to see what they want, and easier for businesses to reach potential customers.
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- Maximize Profits at Everyone’s Expense: Finally, companies squeeze both users and business customers to maximize profits. Users face higher costs and degraded experiences, while businesses receive lower returns. Shareholders benefit, but the overall quality of the service declines.
Examples of Enshittification
Many major platforms have undergone enshittification, including:
- Social Networks: Facebook and Twitter have shifted from user-friendly platforms to ad-driven profit machines.
- Retail and Service Platforms: Amazon and Uber now prioritize shareholder profits over user experience.
- Entertainment Services: Netflix and YouTube, once havens of diverse content, are now cluttered with ads and subscriptions.
The Impact of Enshittification
The repercussions of enshittification are far-reaching. Over-reliance on a few giant cloud providers (Google, Microsoft, Amazon) has made the internet fragile, with single points of failure capable of taking down vast swaths of the web. Data privacy is eroded as ad-supported software harvests user information. Media and streaming platforms have become costly and confusing, as exclusive content deals fragment availability.
Combatting Enshittification: Steps to Take
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Be Your Own Cloud: Reduce reliance on big tech by using alternative, self-hosted services for file storage, photos, and email. Open-source solutions like NAS or personal servers offer greater control and privacy.
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Choose Alternative Browsers: Opt for browsers that prioritize user privacy and security over profit.
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Support Open-Source Projects: Contribute to or financially support open-source initiatives. These projects often provide free, ad-free alternatives to commercial software.
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Spread Awareness: Educate others about the pitfalls of enshittification and the benefits of using open-source and self-hosted solutions.
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Think Small, Act Locally: Focus on solving small, manageable problems that don’t require massive infrastructure. Develop simple, ad-free tools that address everyday needs.
Rekindling the Hacker Spirit
To restore the internet to its former glory, we need to embrace the hacker spirit of the early web. This means fostering a culture of problem-solving, community-driven development, and interoperability. By prioritizing user needs and maintaining transparency, we can create a digital ecosystem that benefits everyone.
Enshittification may seem inevitable, but with conscious effort and community-driven solutions, we can push back against this trend and build a better, more equitable internet. Let’s take the first step by rethinking our digital choices and supporting alternatives that prioritize user experience over corporate profits.
