Google’s story over the last two decades has been a tale as old as time: enshittification for growth. The once-beloved startup—with its unofficial “Don’t Be Evil” motto—has instead become a major Internet monopolist, as a federal judge ruled on Monday, dominating the market for online search. Google is also well-known for its data-harvesting practices, for constantly killing off products, and for facilitating the rise of brain-cell-destroying YouTubers who make me Fear for Today’s Youth. (Maybe that last one is just me?)
Google’s rapid rise from “scrappy search engine with doodles” to “dystopic mega-corporation” has been remarkable in many ways, especially when you consider just how much goodwill the company squandered so quickly. Along the way, though, Google has achieved one unexpected result: In a divided America, it offers just about everyone something to hate.
Here are just a few of the players hating Google today.
This isn’t a foregone conclusion, just a number of things that are increasingly likely:
There’s a moderately successful, but also reasonably modest company that went about 50 years without getting “enshitified”. The founder was passionate about it, kept the company private, and held in until his 80s when he finally decided he really couldn’t do it anymore. Then they went public and immediately the layoffs, price hikes, and cloudification commenced, as the flood gate of enshitification opened on his retirement.
The system incentivises it, though. I don’t like dealing in absolutes, so I am inclined to agree with you on that basis alone. However, enshittification is not a bug, it’s a feature.
It’s a pretty terrible feature then. Feature is a weird word
I still stand by what I said and only add an addendum, all companies enshittify themselves eventually or cease to exist before it happens.
In your counterexample, the problem is that the founders eventually die, and then the time comes for that company to be passed down, and then you are just proving my point. Even stores like LTT Store and GamersNexus’ will eventually enshittify themselves or cease to exist, because they will eventually have to pass ownership and even their owners will feel some remorse if they vanish it into the void instead of leaving it off for their family to inherit.
If it’s a small localized family business, it can exist for longer without compromising itself because it will not receive as much pressure and the services it has to concern itself are much more limited, but otherwise and even then, enshittification is as avoidable as death.