In the immortal words of The Descendents: “Everything sucks.” In the immortal words of Reel Big Fish: “Everything sucks.” In the immortal words of The Suicide Machines: “I hate everything.” Cory Doctorow’s book Enshittification: Why Everything Suddenly Got Worse and What To Do About It is an exploration of why these punk bands’ words are so immortal.
If you have Facebook, I offer you this challenge: go to your feed and start scrolling. Take notes of how many posts you’re shown are ads, how many posts are from people you actually know, and how many posts from people you actually know are from the same people you actually know. At least in my experience, most of what I see on Facebook is either an ad or a post in a group that is being recommended to me (not even a group I’ve joined). This is a far cry from the early days of Facebook when you would see posts from your friends and things that were posted on your friends’ Facebook walls.
Cory Doctorow explores how a number of megacorporations have enacted a four-step plan to make their companies awful for everyone except themselves. In the first stage, companies offer a service that seems valuable. Once they have the user base, they then sell out their users for profit. Consider, for instance, how Google has harvested information from its users, sold their private data to advertisers, made the top search results pay-to-play for companies, and so on. Or, how Amazon shows you products that they think you want rather than what you actually search for. In Step 1, companies tailor their services to the user. In Step 2, companies sell out their users for the sake of advertising dollars and private business. In Step 3, companies then sell out their corporate partners for their own benefit and to consolidate their power. Take the Amazon example. They start generating revenue dollars by selling ad space and “top results” to companies. Then, they start consolidating the distribution network, making their own products, forcing companies to ship through Amazon by running at a loss on some products in order to monopolize the entire process. In the end, businesses don’t even profit by selling products on Amazon. The system is rigged against them: what would be top results are pushed down, more expensive alternatives are presented, and they have to pay such a premium to be sold through Amazon that it’s not even worth it—except that you either sell a product for nothing or you don’t get seen at all. We’ve reached Stage 4: Enshittification. Nobody but the megacorporation benefits and the product continues to get worse.
Doctorow’s characteristic snarkiness helps to communicate seething anger with a humorous lens as he outlines a wide range of outrages in an informative way. For instance, he breaks down the laws around copyright and how that impacts his own work as an author. When Amazon owns the distribution rights to audiobooks, for example, the publisher or author are paying to be listed and often losing money. Moreover, if anyone replicates, downloads, shares, etc. the audiobook—including the author—they can be sued for copyright infringement. Essentially, the author can be sued for use of their own work. These legal loopholes are absurd and obscene and offers a pretty persuasive reason not to buy into megacorporations’ monopolies, especially over creative work.
I think the most egregious example that will stick with me is that of Adobe and Pantone. I hate Adobe, I have to say. Back in my younger years, you could buy Adobe for a single payment—it was expensive for the time ($300 for Photoshop?), but at least then you owned it until the next version came out. Now, you have to buy a subscription, which is another enshittifying problem in its own right. The subscription gives you access to the entire suite, though I suspect most people use two or three products at best. The subscription costs me over $50 a month and it makes me sick when I think of how many hundreds or thousands of dollars I’ve paid them over the years. But then, it gets worse when it comes to Adobe’s relationship to Pantone. Pantone makes colours and they were historically a part of the package with Adobe; the cost was built into peoples’ subscriptions. Pantone then started leasing the colours to Adobe and Adobe did not want to pay on behalf of their users. As a result, Adobe forced their users to pay an additional subscription cost for access to Pantone colours. The worst part is that it was retroactive, too. If you were a creator who had made products that used Pantone colours and refused to pay the subscription fee, even works you had already created would no longer load properly: Pantone-exclusive colours would appear as black. If you wanted to continue to profit from creative work you’d already done, you’d have to buy the colours. What. A. Shakedown.
Enshittification covers a range of companies that have increasing influence with diminishing benefits to our lives. Facebook. Amazon. Apple. Google. Twitter. These bastions of popular culture and consumption are progressively more useless to us—worse, they are outright exploitative. Doctorow’s framework is persuasive and productive. We can see the process everywhere with clear delineations. I can already see it at work in the supposedly revolutionary AI companies like ChatGPT and Grok. They’ve enticed you with free cheating. They’ve sold you out to private interests that can influence the information. I’m not sure yet how they’re betraying their investors and the companies they’re profiting from, but I’m sure it’s coming. The bubble is going to burst and it’s going to happen fast. What an enshittifying situation.
Happy reading! Hope it doesn't suck!



