The lifecycle of online platforms: first they're good to users, then they squeeze users to please advertisers, then they squeeze advertisers to please shareholders, and finally they're useless. Describes Google, Amazon, Facebook, and every app you used to love.
"Reddit has clearly entered the enshittification phase."
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Named enshittification examples: Google Search filling with SEO slop, Amazon burying search results under sponsored listings, Uber going from cheap to expensive, Netflix raising prices while removing shows. The concept outlasted the platforms it described.
Add your own interpretation of "enshittification".
"Every app I loved in 2015 has been enshittified by 2025."
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Recognizing enshittification in the wild: (1) the product you loved in 2015 now shows you sponsored content instead of what you searched for; (2) prices rose, quality fell, options shrank; (3) the replacement is somehow worse in every direction. If three apply, you're living inside it.
"Opened Amazon looking for one item. Got 40 sponsored results. Full enshittification."
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