When I first started writing about this, I focused on the external symptology of enshittification, a three stage process:

First, the platform is good to its end users, while finding a way to lock them in

Like Google, which minimized ads and maximized spending on engineering for search results, even as they bought their way to dominance, bribing every service or product with a search box to make it a Google search box.

10/

So no matter what browser you used, what mobile OS you used, what carrier you had, you would always be searching on Google by default.
This got so batshit that by the early 2020s, Google was spending enough money to buy a whole-ass Twitter, every year or two, just to make sure that no one ever tried a search engine that wasn't Google.

That's stage one: be good to end users, lock in end users.

11/

Stage two is when the platform starts to abuse end users to tempt in and enrich business customers. For Google, that’s advertisers and web publishers. An ever-larger fraction of a Google results page is given over to ads, which are marked with ever-subtler, ever smaller, ever grayer labels. Google uses its commercial surveillance data to target ads to us.

So that's stage two: things get worse for end users and get better for business customers.

12/

But those business customers *also* get locked into the platform, dependent on those customers. Once businesses are getting as little as 10% of their revenue from Google, leaving Google becomes an existential risk. We talk a lot about Google's "monopoly" power, which is derived from its dominance as a *seller*. But Google is also a *monopsony*, a powerful buyer.

13/

So now you have Google acting as a monopolist to its users (stage one), nd a monoposonist for its business customers (stage two) and here comes stage three: where Google claws back all the value in the platform, save a homeopathic residue calculated to keep end users locked in, and business customers locked to those end users.

Google becomes enshittified.

In 2019, Google had a turning point. Search had grown as much as it possibly could.

14/

More than 90% of us used Google for search, and we searched for *everything*. Any thought or idle question that crossed our minds, we typed into Google.

How could Google grow? There were no more users left to switch to Google. We weren't going to search for more things. What could Google do?

Well, thanks to internal memos published during last year's monopoly trial against Google, we know what they did.

15/

They made search *worse*. They reduced the system's accuracy it so you had to search twice or more to get to the answer, thus doubling the number of queries, and doubling the number of ads.

Meanwhile, Google entered into a secret, illegal collusive arrangement with Facebook, codenamed Jedi Blue, to rig the ad market, fixing prices so advertisers paid more and publishers got less.

16/

And that's how we get to the enshittified Google of today, where every query serves back a blob of AI slop, over five paid results tagged with the word AD in 8-point, 10% grey on white type, which is, in turn, over ten spammy links from SEO shovelware sites filled with more AI slop.

And yet, we still keep using Google, because we're locked into it. That's enshittification, from the outside. A company that's good to end users, while locking them in.

17/

Then it makes things worse for end users, to make things better for business customers, while locking *them* in. Then it takes all the value for itself and turns into a giant pile of shit.

Enshittification, a tragedy in three acts.

I started off focused on the outward signs of enshittification, but I think it's time we start thinking about what's going in *inside* the companies to make enshittification possible.

18/

What is the *technical* mechanism for enshittification? I call it *twiddling*. Digital businesses have infinite flexibility, bequeathed to them by the marvellously flexible digital computers they run on. That means that firms can twiddle the knobs that control the fundamental aspects of their business. Every time you interact with a firm, everything is different: prices, costs, search rankings, recommendations.

19/

Which takes me back to our nurses. This scam, where you look up the nurse's debt load and titer down the wage you offer based on it in realtime? That's twiddling. It's something you can only do with a computer. The bosses who are doing this aren't more evil than bosses of yore, they just have better tools.

Note that these aren't even tech bosses. These are health-care bosses, who happen to have tech.

20/

Digitalization - weaving networked computers through a firm or a sector - enables this kind of twiddling that allows firms to shift value around, from end users to business customers, from business customers back to end users, and eventually, inevitably, to themselves.

And digitalization is coming to every sector - like nursing. Which means enshittification is coming to every sector - like nursing.

21/

The legal scholar Veena Dubal coined a term to describe the twiddling that suppresses the wages of debt-burdened nurses. It's called "Algorithmic Wage Discrimination," and it follows the gig economy.

The gig economy is a major locus of enshittification, and it’s the largest tear in the membrane separating the virtual world from the real world. Gig work, where your shitty boss is a shitty app, and you aren't even allowed to call yourself an employee.

22/

Uber invented this trick. Drivers who are picky about the jobs the app puts in front of them start to get higher wage offers. But if they yield to temptation and take some of those higher-waged option, then the wage starts to go down again, in random intervals, by small increments, designed to be below the threshold for human perception.

23/

Not so much boiling the frog as poaching it, until the Uber driver has gone into debt to buy a new car, and given up the side hustles that let them be picky about the rides they accepted. Then their wage goes down, and down, and down.

Twiddling is a crude trick done quickly. Any task that's simple but time consuming is a prime candidate for automation, and this kind of wage-theft would be unbearably tedious, labor-intensive and expensive to perform manually.

24/

No 19th century warehouse full of guys with green eyeshades slaving over ledgers could do this. You need digitalization.

Twiddling nurses' hourly wages is a perfect example of the role digitization pays in enshittification. Because this kind of thing isn't just bad for nurses - it's bad for patients, too.

25/

Do we really think that paying nurses based on how desperate they are, at a rate calculated to increase that desperation, and thus decrease the wage they are likely to work for, is going to result in nurses delivering the best care?

Do you want to your catheter inserted by a nurse on food stamps, who drove an Uber until midnight the night before, and skipped breakfast this morning in order to make rent?

26/

This is why it’s so foolish to say "If you're not paying for the product, you're the product." “If you’re not paying for the product” ascribes a mystical power to advertising-driven services: the power to bypass our critical faculties by surveilling us, and data-mining the resulting dossiers to locate our mental bind-spots, and weaponize them to get us to buy anything an advertiser is selling.

27/

In this formulation, we are complicit in our own exploitation. By choosing to use "free" services, we invite our own exploitation by surveillance capitalists who have perfected a mind-control ray powered by the surveillance data we're voluntarily handing over by choosing ad-driven services.

28/

The moral is that if we only went back to paying for things, instead of unrealistically demanding that everything be free, we would restore capitalism to its functional, non-surveillant state, and companies would start treating us better, because we'd be the customers, not the products.

That's why the surveillance capitalism hypothesis elevates companies like Apple as virtuous alternatives.

29/

Because Apple charges us money, rather than attention, it can focus on giving us better service, rather than exploiting us.

There's a superficially plausible logic to this. After all, in 2022, Apple updated its iOS operating system, which runs on iPhones and other mobile devices, introducing a tick box that allowed you to opt out of third-party surveillance, most notably Facebook’s.

30/

96% of Apple customers ticked that box. The other 4% were, presumably drunk, or Facebook employees, or Facebook employees who were drunk. Which makes sense, because if I worked for Facebook, I'd be drunk all the time.

So on the face of it, it seems like Apple isn't treating its customers like "the product."

31/

But *simultaneously* with this privacy measure, Apple was secretly turning on its own surveillance system for iPhone owners, which would spy on them in exactly the way Facebook had, for exactly the same purpose: to target ads to you based on the places you'd been, the things you'd searched for, the communications you'd had, the links you'd clicked.

Apple didn't ask its customers for permission to spy on them. It didn't let opt out of this spying.

32/

It *didn’t even tell them* about it, and when it was caught, Apple *lied* about it.

It goes without saying that the $1000 Apple distraction rectangle in your pocket is something you paid for. The fact that you've paid for it doesn't stop Apple from treating you as the product.

33/

Apple treats its business customers - app vendors - like the product, screwing them out of 30 cents on every dollar they bring in, with mandatory payment processing fees that are 1,000% higher than the already extortionate industry norm.

Apple treats its end users - people who shell out a grand for a phone - like the product, spying on them to help target ads to them.

Apple treats *everyone* like the product.

34/

This is what's going on with our gig-app nurses: the nurses are the product. The patients are the product. The hospitals are the product. In enshittification, "the product" is anyone who can be productized.

Fair and dignified treatment is not something you get as a customer loyalty perk, in exchange for parting with your money, rather than your attention. How do you get fair and dignified treatment? Well, I'm gonna get to that, but let's stay with our nurses for a while.

35/

The nurses are the product, and they're being twiddled, because they've been conscripted into the tech industry, via the digitalization of their own industry.

It's tempting to blame digitalization for this. But tech companies were not born enshittified. They spent years - decades - making pleasing products. If you're old enough to remember the launch of Google, you'll recall that, at the outset, Google was *magic*.

36/

You could Ask Jeeves questions for a million years, you could load up Altavista with ten trillion boolean search operators meant to screen out low-grade results, and never come up with answers as crisp, as useful, as helpful, as the ones you'd get from a few vaguely descriptive words in a Google search-bar.

There's a reason we all switched to Google. Why so many of us bought iPhones. Why we joined our friends on Facebook.

37/

All of these services were born digital. They could have enshittified at any time. But they didn't - until they did. And they did it all at once.

If you were a nurse, and every patient that staggered into the ER had the same dreadful symptoms, you'd call the public health department and report a suspected outbreak of a new and dangerous epidemic.

Ursula Franklin held that technology's outcomes were not preordained. They are the result of deliberate choices.

38/

I like that very much, it's a very science fictional way of thinking about technology. Good science fiction isn't merely about what the technology does, but who it does it for, and who it does it to.

Those social factors are far more important than the mere technical specifications of a gadget.

39/

They're the difference between a system that warns you when you're about to drift out of your lane, and a system that tells your insurer that you nearly drifted out of your lane, so they can add $10 to your monthly premium.

They’re the difference between a spell checker that lets you know you've made a typo, and bossware that lets your manager use the number of typos you made this quarter so he can deny your bonus.

40/

They’re the difference between an app that remembers where you parked your car, and an app that uses the location of your car as a criteria for including you in a reverse warrant for the identities of everyone in the vicinity of an anti-government protest.

I believe that enshittification is caused by changes not to technology, but to the policy environment.

41/

These are changes to the rules of the game, undertaken in living memory, by named parties, who were warned at the time about the likely outcomes of their actions, who are today very rich and respected, and face no consequences or accountability for their role in ushering in the enshittocene. They venture out into polite society without ever once wondering if someone is sizing them up for a pitchfork.

42/

In other words: I think we created a crimogenic environment, a perfect breeding pool for the most pathogenic practices in our society, that have therefore multiplied, dominating decision-making in our firms and states, leading to a vast enshittening of everything.

43/

And I think there's good news there, because if enshittification isn't the result a new kind of evil person, or the great forces of history bearing down on the moment to turn everything to shit, but rather the result of specific policy choices, then we can reverse those policies, make better ones and emerge from the enshittocene, consigning the enshitternet to the scrapheap of history, a mere transitional state between the old, good internet, and a new, good internet.

44/

I'm not going to talk about AI today, because oh my god is AI a boring, overhyped subject. But I *will* use a metaphor about AI, about the limited liability company, which is a kind of immortal, artificial colony organism in which human beings serve as a kind of gut flora. My colleague Charlie Stross calls corporations "slow AI.”

So you've got these slow AIs whose guts are teeming with people, and the AI's imperative, the paperclip it wants to maximize, is profit.

45/

To maximize profits, you charge as much as you can, you pay your workers and suppliers as little as you can, you spend as little as possible on safety and quality.

Every dollar you don't spend on suppliers, workers, quality or safety is a dollar that can go to executives and shareholders. So there's a simple model of the corporation that could maximize its profits by charging infinity dollars, while paying nothing to its workers or suppliers, and ignoring quality and safety.

46/

But that corporation wouldn't make any money, for the obvious reasons that none of us would buy what it was selling, and no one would work for it or supply it with goods. These constraints act as disciplining forces that tamp down the AI's impulse to charge infinity and pay nothing.

47/

In tech, we have four of constraints, anti-enshittificatory sources of discipline that make products and services better, pay workers more, and keep executives’ and shareholders' wealth from growing at the expense of customers, suppliers and labor.

The first of these constraints is markets. All other things being equal, a business that charges more and delivers less will lose customers to firms that are more generous about sharing value with workers, customers and suppliers.

48/

This is the bedrock of capitalist theory, and it's the ideological basis for competition law, what our American cousins call "antitrust law."

The first antitrust law was 1890's Sherman Act, whose sponsor, Senator John Sherman, stumped for it from the senate floor, saying:

> If we will not endure a King as a political power we should not endure a King over the production, transportation, and sale of the necessaries of life.

49/

> If we would not submit to an emperor we should not submit to an autocrat of trade with power to prevent competition and to fix the price of any commodity. 

Senator Sherman was reflecting the outrage of the anitmonopolist movement of the day, when proprietors of monopolistic firms assumed the role of dictators, with the power to decide who would work, who would starve, what could be sold, and what it cost.

50/

Lacking competitors, they were too big to fail, too big to jail, and too big to care. As Lily Tomlin used to put it in her spoof AT&T ads on SNL: "We don't care. We don't have to. We're the phone company.”

So what happened to the disciplining force of competition? We killed it. Starting 40-some years ago, the Reagaonomic views of the Chicago School economists transformed antitrust.

51/

They threw out John Sherman's idea that we need to keep companies competitive to prevent the emergence of "autocrats of trade,"and installed the idea that monopolies are efficient.

In other words, if Google has a 90% search market share, which it does, then we must infer that Google is the best search engine ever, and the best search engine *possible*.

52/

The only reason a better search engine hasn't stepped in is that Google is so skilled, so efficient, that there is no conceivable way to improve upon it.

We can tell that Google is the best because it has a monopoly, and we can tell that the monopoly is good because Google is the best.

So 40 years ago, the US - and its major trading partners - adopted an explicitly PRO-monopoly competition policy.

53/

Now, you'll be glad to hear that this isn't what happened to Canada. The US Trade Rep didn't come here and force us to neuter our competition laws. But don't get smug! The reason that didn't happen is that it didn't have to. Because Canada had no competition law to speak of, and never has.

54/

In its *entire history*, the Competition Bureau has challenged *3* mergers, and it has halted precisely *0* mergers, which is how we've ended up with a country that is beholden to the most mediocre plutocrats imaginable like the Irvings, the Westons, the Stronachs, the McCains and the Rogerses.

The only reason these chinless wonders were able to conquer this country Is that the Americans had been crushing their monopolists before they could conquer the US and move on to us.

55/

But 40 years ago, the rest of the world adopted the Chicago School's pro-monopoly "consumer welfare standard,” and we got...monopolies.

Monopolies in pharma,beer, glass bottles, vitamin C, athletic shoes, microchips, cars, mattresses, eyeglasses, and, of course, professional wrestling.

Remember: these are specific policies adopted in living memory, by named individuals, who were warned, and got rich, and never faced consequences.

56/

The economists who conceived of these policies are still around today, polishing their fake Nobel prizes, teaching at elite schools, making millions consulting for blue-chip firms.

When we confront them with the wreckage their policies created, they protest their innocence, maintaining - with a straight face - that there's no way to affirmatively connect pro-monopoly policies with the rise of monopolies.

57/

It's like we used to put down rat poison and we didn't have a rat problem. Then these guys made us stop, and now rats are chewing our faces off, and they're making wide innocent eyes, saying, "How can you be sure that our anti-rat-poison policies are connected to global rat conquest? Maybe this is simply the Time of the Rat! Maybe sunspots caused rats to become more fecund than at any time in history!

58/

And if they bought the rat poison factories and shut them all down, well, so what of it? Shutting down rat poison factories after you've decided to stop putting down rat poison is an economically rational, Pareto-optimal decision."

Markets don't discipline tech companies because they don't compete with rivals, they buy them. That's a quote, from Mark Zuckerberg: “It is better to buy than to compete.”

59/

Which is why Mark Zuckerberg bought Instagram for a billion dollars, even though it only had 12 employees and 25m users. As he wrote in a spectacularly ill-advised middle-of-the-night email to his CFO, he had to buy Instagram, because Facebook users were leaving Facebook for Instagram. By buying Instagram, Zuck ensured that anyone who left Facebook - the platform - would still be a prisoner of Facebook - the company.

60/

Despite the fact that Zuckerberg put this confession in writing, the Obama administration let him go ahead with the merger, because every government, of every political stripe, for 40 years, adopted the posture that monopolies were efficient.

Now, think about our twiddled, immiserated nurses. Hospitals are among the most consolidated sectors in the US.

61/

First, we deregulated pharma mergers, and the pharma companies gobbled each other up at the rate of naughts, and they jacked up the price of drugs. So hospitals *also* merged to monopoly, a defensive maneuver that let a single hospital chain corner the majority of a region or city and say to the pharma companies, "either you make your products cheaper, or you can't sell them to *any of our hospitals."

62/

Once this mission was accomplished, the hospitals started screwing the insurers, who staged their own incestuous orgy, buying and merging until most Americans have 3 or 2 options. This let the insurers fight back against the hospitals, but left patients and health care workers defenseless against the consolidated power of hospitals, pharma companies, pharmacy benefit managers, group purchasing organizations, and other health industry cartels, duopolies and monopolies.

63/

Which is why nurses end up signing on to work for hospitals that use these ghastly apps. Remember, there's just three of these apps, replacing dozens of staffing agencies that once competed for nurses' labor.

Meanwhile, on the patient side, competition has never exercised discipline. No one ever shopped around for a cheaper ambulance or a better ER while they were having a heart attack. The price that people are willing to pay to not die is “everything they have.”

64/

So you have this sector that has no business being a commercial enterprise in the first place, losing what little discipline they faced from competition, paving the way for enshittification.

But I said there are four forces that discipline companies. The second one of these forces is regulation, discipline imposed by states.

It’s a mistake to see market discipline and state discipline as two isolated realms.

65/

They are intimately connected. Because competition is a necessary condition for effective regulation.

Let me put this in terms that even the most ideological libertarians can understand. Say you think there should be precisely one regulation that governments should enforce: honoring contracts. For the government to serve as referee in that game, it must have the power to compel the players to honor their contracts.

66/

Which means that the smallest government you can have is determined by the largest corporation you're willing to permit.

So even if you're the kind of Musk-addled libertarian who can no longer open your copy of *Atlas Shrugged* because the pages are all stuck together, who pines for markets for human kidneys, and demands the right to sell yourself into slavery, you should *still* want a robust antitrust regime, so that these contracts can be enforced.

67/

When a sector cartelizes, when it collapses into oligarchy, when the internet turns into "five giant websites, each filled with screenshots of the other four," then it captures its regulators.

After all, a sector with 100 competing companies is a rabble, at each others' throats. They can't agree on anything, especially how they're going to lobby.

While a sector of five companies - or four - or three - or two - or one - is a cartel, a racket, a conspiracy in waiting.

68/

A sector that has been boiled down to a mere handful of firms can agree on a common lobbying position.

What's more, they are so insulated from "wasteful competition" that they are aslosh in cash that they can mobilize to make their regulatory preferences into regulations. In other words, they can capture their regulators.

“Regulatory capture" may sound abstract and complicated, so let me put it in concrete terms.

69/

In the UK, the antitrust regulator is called the Competition and Markets Authority, run – until recently - by Marcus Bokkerink. The CMA has been one of the world's most effective investigators and regulators of Big Tech fuckery.

Last month, UK PM Kier Starmer fired Bokkerink and replaced him with Doug Gurr, the former head of Amazon UK. Hey, Starmer, the henhouse is on the line, they want their fox back.

70/

But back to our nurses: there are plenty of examples of regulatory capture lurking in that example, but I'm going to pick the most egregious one, the fact that there are data brokers who will sell you information about the credit card debts of random Americans.

71/

This is because the US Congress hasn't passed a new consumer privacy law since 1988, when Ronald Reagan signed a law called the Video Privacy Protection Act that bans video store clerks from telling newspapers which VHS cassettes you took home. The fact that Congress hasn't updated Americans' privacy protections since *Die Hard* was in theaters isn't a coincidence or an oversight.

72/

It is the expensively purchased inaction of a heavily concentrated - and thus wildly profitable - privacy-invasion industry that has monetized the abuse of human rights at unimaginable scale.

The coalition in favor of keeping privacy law frozen since the season finale of *St Elsewhere* keeps growing, because there is an unbounded set of way to transform the systematic invasion of our human rights into cash.

73/

There's a direct line from this phenomenon to nurses whose paychecks go down when they can't pay their credit-card bills.

So competition is dead, regulation is dead, and companies aren't disciplined by markets or by states.

But there are *four* forces that discipline firms, contributing to an inhospitable environment for the reproduction of sociopathic. enshittifying monsters.

74/

So let's talk about those other two forces. The first is interoperability, the principle of two or more things working together. Like, you can put anyone's shoelaces in your shoes, anyone's gas in your gas tank, and anyone's lightbulbs in your light-socket. In the non-digital world, interop takes a lot of work, you have to agree on the direction, pitch, diameter, voltage, amperage and wattage for that light socket, or someone's gonna get their hand blown off.

75/

But in the digital world, interop is built in, because there's only one kind of computer we know how to make, the Turing-complete, universal, von Neumann machine, a computing machine capable of executing every valid program.

Which means that for any enshittifying program, there's a counterenshittificatory program waiting to be run. When HP writes a program to ensure that its printers reject third-party ink, someone else can write a program to disable that checking.

76/

For gig workers, antienshittificatory apps can do yeoman duty. For example, Indonesian gig drivers formed co-ops, that commission hackers to write modifications for their dispatch apps. For example, the taxi app won't book a driver to pick someone up at a train station, unless they're right outside, but when the big trains pull in that's a nightmare scene of total, lethal chaos.

77/

So drivers have an app that lets them spoof their GPS, which lets them park up around the corner, but have the app tell their bosses that they're right out front of the station. When a fare arrives, they can zip around and pick them up, without contributing to the stationside mishegas.

In the USA, a company called Para shipped an app to help Doordash drivers get paid more.

78/

You see, Doordash drivers make most of their money on tips, and the Doordash driver app hides the tip amount until you accept a job, meaning you don't know whether you're accepting a job that pays $1.50 or $11.50 with tip, until you agree to take it. So Para made an app that extracted the tip amount and showed it to drivers *before* they clocked on.

But Doordash shut it down, because in America, apps like Para are illegal.

79/

In 1998, Bill Clinton signed a law called the Digital Millennium Copyright Act, and section 1201 of the DMCA makes is a felony to "bypass an access control for a copyrighted work," with penalties of $500k and a 5-year prison sentence for a first offense. So just the act of reverse-engineering an app like the Doordash app is a potential felony, which is why companies are so desperately horny to get you to use their apps rather than their websites.

80/

The web is open, apps are closed. The majority of web users have installed an ad blocker (which is also a privacy blocker). But no one installs an ad blocker for an app, because it's a felony to distribute that tool, because you have to reverse-engineer the app to make it. An app is just a website wrapped in enough IP so that the company that made it can send you to prison if you dare to modify it so that it serves your interests rather than theirs.

81/

Around the world, we have enacted a thicket of laws, we call “IP laws,” that make it illegal to modify services, products, and devices, so that they serve your interests, .rather than the interests of the shareholders.

Like I said, these laws were enacted in living memory, by people who are among us, who were warned about the obvious, eminently foreseeable consequences of their reckless plans, who did it anyway.

82/

Back in 2010, two ministers from Stephen Harper's government decided to copy-paste America's Digital Millennium Copyright Act into Canadian law. They consulted on the proposal to make it illegal to reverse engineer and modify services, products and devices, and they got an earful! 6,138 Canadians sent in negative comments on the consultation.

83/

They warned that making it illegal to bypass digital locks would interfere with repair of devices as diverse as tractors, cars, and medical equipment, from ventilators to insulin pumps.

These Canadians warned that laws banning tampering with digital locks would let American tech giants corner digital markets, forcing us to buy our apps and games from American app stores, that could cream off any commission they chose to levy .

84/

They warned that these laws were a gift to monopolists who wanted to jack up the price of ink; that these copyright laws, far from serving Canadian artists would lock us to American platforms. Because every time someone in our audience bought a book, a song, a game, a video, that was locked to an American app, it could never be unlocked.

So if we, the creative workers of Canada, tried to migrate to a Canadian store, our audience couldn't come with us.

85/

They couldn't move their purchases from the US app to a Canadian one.

6,138 Canadians told them this, while just 54 respondents sided with Heritage Minister James Moore and Industry Minister Tony Clement. Then Moore gave a speech, at the International Chamber of Commerce meeting in Toronto, where he said he would only be listening to the 54 cranks who supported his terrible ideas, on the grounds that the 6,138 people who disagreed with him were "babyish...radical extremists."

86/

So in 2012, we copied America's terrible digital locks law into the Canadian statute book, and now we live in James Moore and Tony Clement's world, where it is illegal to tamper with a digital lock. So if a company puts a digital lock on its product they can do *anything* behind that lock, and it's a crime to undo it.

87/