The title of this book, "Enshittification", became a meme on the Internet shortly after the book was released, and ended up on lists of most popular new words of 2025. It is certainly attention-grabbing, and clearly means something unflattering, but what exactly did the author mean by his provocative new term? Once I’d heard the new word a few times, I decided it was probably time to go read the book and find out.
It turned out to be not just a general complaint about the state of the world, and the social and historical trend lines we’re on. Instead, Doctorow has devised a conceptual framework for understanding the rise and decline of many of the Information Age’s great product lines and major tech companies.
What most of us have seen as just a series of unfortunate individual management decisions and developments affecting products and brands we once loved, Doctorow describes as a deliberate, repeatable business plan and process which has been adopted by all the iconic tech companies of our age.
The process of “enshittification” as the author describes it begins with the original stage, in which a start-up with a brilliant new innovacation, and flush with venture capital cash, creates a golden age for the new users of their product. Something incredibly useful, original and attractive is handed out to any and all willing adopters for free or for a nominal price. The word spreads, and a large user base for the product and services is built. The users love the product, and keep spreading the word as it becomes more and more ubiquitous and indispensable to the users, and then to society as a whole.
The second stage of enshittification represents a transition to the golden age for secondary businesses lining up to exploit the vast new captive audience for the original product or service. That exploitation can come in the form of advertising, selling compatible and complementary tools, and companies selling their products directly to the users by leveraging services and marketplaces provided through the central product company.
Suddenly many other businesses eager to mine the gold represented by the product’s huge customer base align with or embed with the central product company, using powerful and easy to use business tools the central product company provides.
New fortunes are made by these outside businesses, while the original value to the user and enjoyment of the product begins to diminish. Nevertheless, no one wants to leave the party yet, in large part due to the network effect – the individual costs and inconvenience to the user of disassociating from a service or community where everyone else they know is still present and participating.
The third stage is the dissolution stage, the end stage of enshittification. At this point, the product company at the center of the tech and business environment built around their products now begins exploiting everyone.
At this stage, they will try to extract maximum value from their users, by adding devious licensing restrictions, rapid planned obsolescence, forced upgrades, selling users’ private data and a host of other hateful policies. At the same time, they will also take increasing advantage of their business partners’ reliance upon their large customer network to charge exorbitant commissions on partners’ revenues, adopt new policies favoring their own business interests over the business partners and other monopolistic and unconscionable tactics.
The end result for the once enthusiastic users of these products and services is anger, frustration, disillusionment and a feeling of being ripped off. But it’s hard to let go, because of the convenience of the product, the years invested in learning how to use it, sometimes peoples’ identification with the product itself and its community, and the ease of interoperating with others because everyone else you know uses it too.
The end result for the once enthusiastic associated business is also anger, frustration, disillusionment and the feeling of being ripped off. But in their cases, these dependent companies have often increasingly built their entire business plans, their daily operations and their customer relationship management with an utter reliance upon the central product company’s customer base and support services, so escaping from the relationship is inherently threatening to their company’s very survival. Indeed, in many cases competing outside the world of the central product or service provider may be economically impossible by this point.
The author explains this basic theory and how it works in considerably more detail, but he also provides many specific case studies and examples to demonstrate how this process has played out with most of the major corporate players of the tech world, especially Facebook, Amazon, Google, Apple and Microsoft. It is all interesting, and often even entertaining reading.
Many of the details will be instantly familiar to all of us from news reports, or from our own interactions with these companies as consumers and customers. What’s new and startling is not the dirty tactics and outrageous practices themselves, but seeing them in the larger context of this repeatable and predictable process of enshittification which Doctorow describes.
This is a terrific book for understanding why so much of the tech we all use and depend upon has become so constantly infuriating and frustrating, at the same time it’s given us so many marvelous tools we need and love to use. Doctorow also has some proposals for what it would take to try to break these cycles, and take us forward to a world of tech not controlled by the monopolistic companies that now rule our digital lives, although whether these ideas can still be effective remains to be seen.
Enshittification is one of the most important books of the past several years for understanding our modern digital economy, and how the internet and digital tools we thought only a few years ago might be means for advancing freedom and human connection have so quickly devolved instead into such a disturbing and dangerous hot mess. The oncoming onslaught of AI in the mix only makes it more important to try to understand how the large tech companies operate, the monopolistic tactics they use and their ultimate self-serving goals in developing their new products. Highly recommended.