Enshittification

Enshittification is a neologism coined in 2022 by journalist and science fiction author Cory Doctorow describing the process by which products and services decline in quality over time.Social Quitting by Cory Doctorow (Nov 15, 2022) Medium. The concept itself was described earlier in 2018 as "crapification" by Yves SmithBoeing, Crapification, and the Lion Air Crash (November 13, 2018) Naked Capitalism. and by Maureen Tkacik in 2019,Crash Course: How Boeing's managerial revolution created the 737 MAX disaster by Maureen Tkacik (September 18, 2019) The New Republic. both regarding the Boeing Company. Doctorow has described the process as follows:The ‘Enshittification’ of TikTok: Or how, exactly, platforms die. by Cory Doctorow (Jan 23, 2023 12:44 PM) Wired.
The concept however is perhaps much older than these writers suggest. Brian Merchant wrote in describing the technological innovations of the Industrial Revolution (~1750-1850) as it impacted Luddites and the cottage industries of Britain:Blood in the Machine: The Origins of the Rebellion Against Big Tech by Brian Merchant (2023) Little, Brown and Company. .
During the Industrial Revolution, workers in the cottage industries complained about the poor quality of factory-made textiles compared to their own, and displaced workers were forced to choose between destitution and poorly-compensated grueling factory work. Complaints about this that were sent to Parliament were dismissed out-of-hand since Parliament was not democratic until 1832 with the 
Doctorow, feeling optimistic in December 2023 that antitrust action against Google would proceed, and that there would finally be meaningful regulation of Big Tech, proposed two methods for reducing enshittification.As Platforms Decay, Let’s Put Users First by Cory Doctorow (May 9, 2023) Electronic Frontier Foundation. Alas, cryptocurrency bros and Big Tech bought Donald Trump the election in 2024,Crypto cash helps propel Trump, other allies to 2024 election victory: Many of the Democrats and Republicans backed by a trio of new crypto super PACs won their races Tuesday, illustrating the industry’s political ascendance. by Tony Romm (November 6, 2024 at 4:45 p.m. EST) The Washington Post.Before the Election, Tech C.E.O.s Were Quietly Courting Trump: The executives of tech’s biggest companies largely ignored Donald Trump before the 2016 election. This time around, they’re far more friendly. by Tripp Mickle & David McCabe (Nov. 7, 2024, 5:05 a.m. ET) The New York Times. so this is likely to be moot until at least 2028. Doctorow's proposals are:
#"End-to-End: Connecting Willing Listeners With Willing Speakers": This is essentially an expansion of the idea of net neutrality, tech companies must deliver data from willing senders to willing receivers. In other words, nothing is pushed to the user that is not pre-authorized.
#"Right of Exit: Treating Bad Platforms As Damage and Routing Around Them": Creators are free to take their own content with them to a different platform, and similarly subscribers are free to take their subscription with them if the creator leaves the site.
These two principles address the 'glue' that holds enshittification together: creators/advertisers/users feel stuck on the platform before the enshittification becomes too noticeable.
In 2024, Doctorow also coined the term 'enshittocene' (analogous to geologic epochs, e.g., 'Holocene') when everything turns to shit.‘Enshittification’ is coming for absolutely everything by Cory Doctorow (February 7, 2024) Financial Times. Some evidence exists for the approaching enshittocene in that the percentage of adults who think that the internet is good for society dropped from 2014 to 2018 (76% down to 70%).Declining Majority of Online Adults Say the Internet Has Been Good for Society by Aaron Smith & Kenneth Olmstead (April 30, 2018) Pew Research Center. A different survey 2024 found that only 64% of adults thought that the internet is good for humanity, but with a much more negative view of social media specifically, with only 38% who thought it was good.Most say the invention of the internet was good for humanity; not so for social media by Taylor Orth (March 03, 2023, 2:27 PM GMT-8) YouGov.
One can see the 2014 short film Too Many Cooks on the Adult Swim network as a metaphor for the enshittification. The film seemingly starts as a light parody of the opening scenes of 1970s-1990s American sitcom TV shows of happy families and gentle humor. The film soon takes on a more sinister appearance of a slasher film, though it never entirely leaves the sitcom genre while entering a surreal mashup of both genres (and a few others). The film initially seems to end with a happy sitcom-style massive family photo, but then the slasher slowly rises up from behind the family.Too Many Cooks | Adult Swim (Nov 7, 2014) YouTube. The villain in Too Many Cooks has a faint resemblance to J. D. Vance, and so parallels the AI-spam of Trump-supporting Musk on Facebook.
One of the recurring features of enshittification since 2021 is artificial intelligence-generated content that has been conceptually labelled as "AI slop" or just "slop". Slop comes in the form of low-quality text or images that are generated by AI and function as spam. These can range from variations of "shrimp Jesus" used to sell advertising on Facebook‘Zombie internet’: How ‘Shrimp Jesus’-like AI images manipulate search: An abstract idea, “Shrimp Jesus” is a weird depiction of Jesus with sea creatures like crabs and shrimps. by Gairika Mitra (May 20, 2024 06:56 AM EST) Interesting Engineering. to non-sensical auto-reply text on YouTube.YouTube “Enhances” Comment Section With AI Slop by Emanuel Maiberg (Dec 12, 2024 at 9:00 AM) 404 Media.
The concept of AI slop actually predates the rise of AI-generated content. Librarians have called it "vendor slurry" in reference to low-quality material that vendors (Hoopla in particular) try to sell to libraries by forcing them to buy package deals rather than curated content.AI-Generated Slop Is Already In Your Public Library by Emanuel Maiberg (Feb 4, 2025 at 9:07 AM) ''Hoopla's Content Problem: Strange, Skewed Results Still Dominate Catalog by Laura Crossett & Jennie Rose Halperin (August 12, 2024) Library Futures.
==Examples==
Some of these examples started out as shit or were known by the founders that they could become shit. But the platforms were not shitty enough initially for most people to care:
*Facebook's beginning as an espionage projectThe Face of Facebook by Jose Antonio Vargas (September 13, 2010) The New Yorker.
*Reddit's dark corners,Reddit's secrets are being leaked by the company's former CEO by T. C. Sottek (Jul 14, 2015, 9:02 PM PDT) The Verge. which lacked meaningful site-wide content moderation until 2015Reddit, under Ellen Pao, launches harassment crackdown (15 May 2015) BBC.
*Twitter was never a fun place and was initially considered superficial, particularly in the initial 140-character limit days ("Who cares what I ate for breakfast?" is sometimes used to characterize how mundane the site was).Twitter Hasn’t Been ‘Enshittified.’ It Always Sucked. by Lucas Ropek (December 13, 2023) Gizmodo. It is unsurprising since Twitter was based on Dorsey's idea for taxi cab software.Twitter creator Jack Dorsey illuminates the site’s founding document. Part I by (Feb. 18, 2009 5:04 PM PT) Los Angeles Times.
===Amazon===
Founder Jeff Bezos left his high-paying Wall Street job in New York City and incorporated Amazon in 1994 in Washington State, most likely to take advantage of the fact that there is no sales tax there. Amazon began selling books online in 1995, and reincorporated in Delaware in 1996 (also no sales tax). In 1998, Amazon began to move towards selling more than books. Amazon paid no sales tax in any state until 2008,California Becomes Seventh State to Adopt "Amazon" Tax on Out-of-State Online Sellers by Joseph Henchman (July 01, 2011) Tax Foundation (archived from September 22, 2012). which likely allowed the company to outcompete on price both against other online sellers and against brick-and-mortar stores. As Amazon grew in size, the small businesses shrank. "About 40 percent of the nation’s small apparel, toy, and sporting goods makers disappeared, along with about one-third of small book publishers."Issue Brief: How Amazon Exploits and Undermines Small Businesses, and Why Breaking It Up Would Revive American Entrepreneurship by Ron Knox & Stacy Mitchell (Jun 16, 2021) Institute for Local Self-Reliance. Amazon had destroyed between one and three US jobs for every one created.Amazon is going to kill more American jobs than China did: Millions of retail jobs are threatened as Amazon’s share of online purchases keeps climbing by Rex Nutting (March 15, 2017 at 9:11 a.m. ET) MarketWatch.
In a Federal Trade Commission and state Attorneys General lawsuit against Amazon that was initiated in 2023, it was alleged that:Federal Trade Commission et al. v. Amazon.com, Inc. (10/31/24) Federal Trade Commission. Case 2:23-cv-01495-JHC Document 327.Amazon Execs Intentionally Made Site Shittier to Rake in More Profit, New Quotes from FTC Lawsuit Show by Jules Roscoe (November 2, 2023, 2:36pm) Vice.
Amazon laid off 100 customer support employees in 2024.Layoffs, abusive calls, and AI fears: Inside the front lines of Amazon’s ‘customer obsession’ promise by Jason Del Rey (June 6, 2024) Yahoo!Finance. This was preceded in 2023 by a chatbot replacement (or for now at least a first interface for support).Amazon Launches Q: A Business Chatbot (Nov 29, 2023) Legal.io. Anecdotally (e.g., Reddit), customer and seller support on Amazon has been bad for a long time, but Amazon's solution to this seems to be people are expensive and unreliable; we can replace them with bots that are cheaper and also unreliable.
Life for Amazon warehouse workers and delivery drivers has also gotten increasingly worse over time with reliance on no-benefit positions (part-time and seasonal employment), union busting, espionage on workers (both inside and outside warehouses), and a "digital Taylorism" that increasingly treats workers like robots.Digital Taylorism: A modern version of “scientific management” threatens to dehumanise the workplace by (Sep 10th 2015) The Economist.Inside Amazon’s Secret Program to Spy On Workers’ Private Facebook Groups by Lauren Kaori Gurley & Joseph Cox (September 1, 2020, 6:51pm) Vice.Secret Amazon Reports Expose the Company’s Surveillance of Labor and Environmental Groups by Lauren Kaori Gurley (November 23, 2020, 1:16pm) Vice. Amazon company policies such as these were based on Bezos' belief that people are inherently lazy.Amazon tracks warehouse workers' every move because Jeff Bezos reportedly thinks people are inherently lazy by Grace Kay (June 15, 2021) Business Insider.
===Facebook/Instagram/Meta===
Facebook started, as entrepreneurial projects often do. While an undergraduate student at Harvard University, Zuckerberg stole the idea for Facebook from three classmates who were developing a similar idea.Judge Ends Facebook’s Feud With ConnectU by Brad Stone (June 26, 2008 8:23 am) The New York Times.
Facebook initially followed a stereotypical, or perhaps prototypical, pathway of enshittification. First initially giving users what they wanted, staying in contact with friends and relatives. Then forcing feeds from media companies into users timelines, then after creating media company dependency, forcing the media companies to pay to get onto users' timelines. Then forcing ads into users' timelines for cheap, then after after the companies behind the ads were dependent on the fees, jacking up the prices. The enshittification then took a side turn with alleged collusion with Google and the Jedi Blue agreement.
Starting in 2009, independent marketing agency Rapleaf started mining Facebook user's private data, particularly through gaming apps such as Farmville on Facebook. When caught doing this in 2010, Rapleaf claimed that they weren't doing it on purpose. Facebook claimed that they were taking steps to "dramatically limit" this process.Facebook in Privacy Breach: Top-Ranked Applications Transmit Personal IDs, a Journal Investigation Finds by Emily Steel & Geoffrey A. Fowler (Oct. 18, 2010 12:01 a.m. ET) The Wallstreet Journal (archived from December 15, 2014).
Starting in 2017, Facebook began demphasizing posts that had external links, resulting in a drastic reduction of links to external news sources, ultimately resulting in shifting revenue from news sites to Facebook, likely layoffs of journalists from declining revenue,The Great Facebook Crash: The social giant is retreating from the news business. It’s been a painful transition for publications that had come to depend on it—including Slate. by Will Oremus (June 27, 20185:50 AM) Slate.Musk admits X throttles links as ‘news influencers’ take over by Will Oremus (November 27, 2024 at 9:05 a.m. EST) The Washington Post. and Facebook increasingly becoming an echo chamber or at best a set of echo chambers.
As bad as that all of that was already, things got decidedly worse when AI-generated 'slop' invaded Facebook in 2024, which according to Zuckerberg:Mark Zuckerberg says a lot more AI generated content is coming to fill up your Facebook and Instagram feeds by Kali Hays (October 30, 2024 at 4:39 PM PDT) Fortune.Zuckerberg: The AI Slop Will Continue Until Morale Improves by 
Jason Koebler (Oct 31, 2024 at 1:45 PM) 404 Media.
If Zuckerberg is to be believed, there are more than a million businesses generating AI-based 15 million ads/month. Who needs real people in one's feed after all?
Examples of the awfulness of the AI-generated ads include clickbait "shrimp Jesus",Facebook’s Algorithm Is Boosting AI Spam That Links to AI-Generated, Ad-Laden Click Farms by Jason Koebler (Mar 19, 2024 at 9:19 AM) 404 Media. and clickbait ads with AI-generated Elon Musk images that coincided with Musk's endorsement of Donald Trump in the 2024 U.S. presidential election that were produced in the Philippines, Vietnam, and India.AI-Generated Elon Musk Inspiration Porn Is Viral on Facebook by Jason Koebler (Nov 13, 2024 at 10:37 AM) 404 Media.
And the answer to enshittification is… definitely more enshittification, at least according to Zuckerberg. Meta is planning to unleash legions of chatbots each with their own profiles, photos and personalities. The idea with the company is that AI increases engagement, and engagement increases advertising revenue. The main problem with this plan besides the AI slop itself, is that bad actors (phishing, scams, and charlatanism) will be the first to take advantage of it.Mark Zuckerberg is planning on making Facebook even worse than it already is: Shrimp Jesus is just the beginning by Ariana Bindman (Jan 2, 2025) SFGate.
===Google/Alphabet===
Google began as a research project in 1996 by the co-founders, Larry Page and Sergey Brin, at Stanford University. By 1998, they had a prototype ready and released a white paper on the project. The search ranking methodology proved to be superior to existing search engines of the time. Google soon incorporated and started using the (now implausible) unofficial slogan of "Don't be evil", which is still used as of 2024.Google Code of Conduct (January 17, 2024) Alphabet. Despite Page and Brin maintaining controlling interest in Google after the company went public, with the specific aim of not being beholden to stock owners and short-term gains,Founders' IPO Letter (2004) Alphabet. Google still managed to turn to shit.Google’s enshittification memos: Truly, Big Tech can’t stop telling on itself. by Cory Doctorow (Oct 3, 2023) Medium.
Google's founders had acknowledged in their 1998 white paper for the Google prototype that advertising degrades search results.The Anatomy of a Large-Scale Hypertextual Web Search Engine by Sergey Brin & Lawrence Page (1998) Computer Networks and ISDN Systems. 30(1–7):107–117. Via Stanford University. Nonetheless, advertising was added to Google search results in 2000 with the launch of "Google AdWords".The History of Google Ads 20 Years in the Making by Brandon Weaver (March 2018) Instapage.
In the founding white paper document, Page and Brin described the importance of having the first 10 pages being relevant:
The top 10 pages did stay relevant for several years, but with creeping ad-bloat, particularly for simple searches, it can be difficult to find a non-sponsored/non-commercial result. Worse yet, the best products/services don't come to the top, rather the best companies at gaming the system (search engine optimization or ad bidding) come to the top.
As part of a 2023 Department of Justice antitrust lawsuit, an internal Google document was released, written by VP for Finance Michael Roszak who wrote some time after 2008,Michael Roszak. Linkedin.GOOG-DOJ-16071619 US Department of Justice.
In the antitrust trial, evidence was presented that Google panicking about declining ad revenue, and decided on modifying the 'semantic matching' algorithm for searches that normally might secretly (but reasonably) add synonyms, variant spellings or the like to one's search. The boardroom proposal instead was to modify the semantic matching to maximize the ad revenue, hence more ads and/or more profitable ads would be shown for each search.How Google Alters Search Queries to Get at Your Wallet: Testimony during Google’s antitrust case revealed that the company may be altering billions of queries a day to generate results that will get you to buy more stuff. by Megan Gray (Oct 2, 2023 8:00 AM) Wired (archived 2 Oct 2023 12:31:56 UTC). Google has claimed that they don't do this (but not in yet court),An opinion piece recently appeared stating that Google “just flat out deletes queries and replaces them with ones that monetize better.” We don’t. The piece contains serious inaccuracies about how Google Search works. The organic (IE: non-sponsored) results you see in Search are not affected by our ads systems. … by Google @searchliaison (12:26 AM · Oct 5, 2023) Twitter (archived from 9 Nov 2024 19:42:59 UTC). and a Wired article this based on attendance of the trial pulled a few days after it was published.
In 2018, Google and Facebook/Meta made an agreement known as that allegedly included price-fixing and cross-platform ad placement. Starting in 2020, the two companies were sued in various venues for violating antitrust law. In 2022, the two companies came to a partial agreement with the Texas court, which resulted in dismissal of some of the charges. As of 2024, cases are still ongoing.
In 2024, Google officially launched its generative AI called 'AI Overviews' as part of its search results,Google starts testing AI overviews from SGE in main Google search interface by Barry Schwartz (March 22, 2024 at 11:43 am) Search Engine Land. which is still-experimental as of November 2024 appears sporadically. Doctorow has said of that AI Overviews "is a tool that won't show you what you ask for, but rather, what it thinks you should see."
In 2025, Google anticipated fascist threats in advance from MAGA by announcing that they would rename the Gulf of Mexico as the Gulf of America following a non-binding executive order by Trump.Google Maps users in U.S. will see Gulf of Mexico renamed Gulf of America and Denali changed to Mount McKinley by Emily Mae Czachor (January 28, 2025 / 11:43 AM EST) CBS News. Contrary to this decision, the apparently still-in-effect Google policy on this subject is: "In other words, if a ruler announced that henceforth the Pacific Ocean would be named after her mother, we would not add that placemark unless and until the name came into common usage."Public Policy Blog (April 8, 2008) Google.
In 2023, Google's AI Principles stated that its AI research would not pursue applications that:Our Principles Google (archived from December 31, 2023).
In 2025, following the inauguration of an anti-democratic US president, Google decided to continue its war against"Don't be evil" by removing the forbidden topics from its AI principles.Our Principles Google (archived from February 4, 2025). Two of Google's senior figures explained the change by saying, "We believe democracies should lead in AI development, guided by core values like freedom, equality, and respect for human rights." This was despite the President at the time believing in none of those principles.Responsible AI: Our 2024 report and ongoing work by James Manyika & Demis Hassabis (Feb 04, 2025) Google (archived from February 4, 2025).
==See also==
*Digital Rights Management — besides discouraging piracy of copyrighted material, this also binds users to the platform
*Echo chamber — a possible terminus for enshittification
*Planned obsolescence — In the case of enshittification, the plan of extracting maximum value from the platform for shareholders until the platform dies 
==External links==
*The Internet is starting to Break - Here's Why. — Mrwhosetheboss
==Notes==
==References==
Category:Internet
Category:Neologisms
Category:Shit articles
Category:Technology