Cory Doctorow’s “Enshittification” Exposed: How Digital Platforms Sacrifice Users for Profit and What It Means for the Future

The Enshittification Dilemma: Cory Doctorow’s Framework and the Future of Digital Platforms

In the ever-evolving world of technology, few voices cut through the noise with as much clarity and urgency as Cory Doctorow. His recent commentary on the phenomenon he dubs “enshittification” has ignited a wave of reflection across the digital economy, exposing the underlying mechanics that transform beloved digital platforms into profit-driven machines, often at the expense of the very users who built their success. For business leaders, technologists, and policymakers, Doctorow’s analysis is more than a critique—it’s a roadmap for understanding the delicate equilibrium between innovation, user value, and commercial ambition.

The Three-Stage Descent: From User Delight to Monetization Overdrive

Doctorow’s framework unfolds with a striking simplicity. Digital platforms—Amazon, Google, Instagram, and their ilk—begin their journey by lavishing users with seamless interfaces, generous features, and a palpable commitment to delight. This initial phase is marked by a sense of promise and optimism; users flock to these platforms, drawn by their capacity to solve problems, connect communities, and empower creativity.

But as these platforms scale, the gravitational pull of profit intensifies. The second stage, as Doctorow observes, is a subtle but relentless shift: algorithms are recalibrated to maximize advertising revenue, sponsored content seeps into once-pristine feeds, and the frictionless experience gives way to a labyrinth of monetization schemes. The user, once the cherished guest, becomes a data point—an asset to be optimized, segmented, and sold.

This is not merely a lament for lost innocence. The process Doctorow describes is a structural transformation, one that redefines the social contract between platform and participant. It is a cautionary tale for any company tempted to trade long-term trust for short-term gain.

Market Consequences: Stifled Innovation and the Risk of Digital Homogenization

The implications of enshittification reverberate far beyond the confines of user experience. As platforms consolidate their power and centralize control, the competitive landscape begins to ossify. Disruptive innovation, once the lifeblood of the digital economy, finds itself hemmed in by walled gardens and proprietary ecosystems. The result is a homogenized digital environment where choice is constrained and creativity is throttled.

For investors and business strategists, this scenario presents a paradox. The very dominance that fuels spectacular profits in the short term may sow the seeds of long-term decline. Alienated users are not a captive audience; they are a restless constituency, quick to migrate to alternative platforms that restore the primacy of user-centric design. The cyclical nature of enshittification, as Doctorow articulates, suggests that no monopoly is immune to disruption—especially when trust is eroded.

Regulatory, Ethical, and Geopolitical Crossroads

Doctorow’s analysis also surfaces urgent questions for regulators and policymakers. The unchecked expansion of digital monopolies raises red flags about market fairness, data privacy, and consumer protection. As governments around the world grapple with the realities of digital sovereignty, the call for robust legal frameworks grows louder. Antitrust action, privacy regulation, and support for decentralized alternatives are no longer theoretical debates—they are imperatives for a healthy digital ecosystem.

The ethical stakes are equally profound. When platforms pivot from serving users to extracting value from them, the commodification of attention becomes a moral flashpoint. Human engagement, once a marker of community and creativity, is reduced to a line item on a balance sheet. This shift invites a reckoning with the responsibilities of platform stewardship in an era defined by algorithmic influence and data-driven profit.

Toward a More Humane Digital Future

Doctorow’s insights do not merely diagnose a malaise; they illuminate a path forward. The enshittification cycle is not predestined—it is a choice, shaped by the incentives and values embedded within business models. For those willing to rethink the equation, there is an opportunity to reimagine platforms that prioritize trust, transparency, and genuine innovation.

The next era of digital transformation may well belong to those who resist the gravitational pull of enshittification. Cooperative models, decentralized architectures, and a renewed focus on user empowerment could usher in a renaissance for the internet—one that honors both the promise of technology and the dignity of its users. The question is not whether change is possible, but who will lead the charge toward a more humane and sustainable digital future.