The term “Internet enshittification” has rapidly gained popularity as a way to describe the frustrating, demoralizing decline of online platforms. Coined by Canadian writer Cory Doctorow, this term perfectly encapsulates the feeling that the Internet is getting worse over time. From once-promising innovations turning into predatory platforms to user-focused services morphing into corporate cash grabs, the web has evolved—often not for the better.
This article dives into the worst offenders contributing to the enshittification of the digital world. We’ll explore how companies like Google, Amazon, Microsoft, and others have prioritized profits over user experience, eroding trust and satisfaction in the process.
What is Internet Enshittification?
Cory Doctorow described enshittification as the process through which online platforms decay due to corporate greed and the relentless pursuit of profit. Initially, platforms attract users with great features and services. Once a solid user base is established, they start prioritizing advertisers or monetization strategies, which ultimately diminishes the user experience.
Doctorow identified four forces that could have constrained this decline:
- Competition
- Regulation
- Self-help (users finding workarounds)
- Tech workers (whistleblowers and ethical developers)
Unfortunately, these forces have been systematically eroded by monopolistic practices, weak regulations, and the immense power wielded by big tech companies.
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The Worst Examples of Internet Enshittification
1. Smart TVs: Surveillance Screens in Disguise
Smart TVs promised convenience and entertainment, but today, they serve as data-collection devices disguised as home appliances. Companies like LG, Samsung, and Roku embed software that tracks user habits, selling this data to advertisers.
For example:
- LG’s 2025 models lack basic features like dedicated input buttons but are filled with apps that push ads.
- Roku TVs are sold at a loss because the real money comes from tracking user behavior and advertising.
The result? People are now “dumbing down” their smart TVs by disconnecting them from the Internet to avoid invasive tracking.
2. Google Assistant: From Helpful to Hopeless
Google Assistant started strong but has become frustratingly unreliable. Users frequently report:
- Basic commands failing (“Start my morning routine” doesn’t work consistently).
- Frequent outages with no clear explanations.
- AI over-prioritization, where basic functions are sacrificed for unneeded features.
It’s clear that Google’s focus on AI development has led to neglecting the core functionality users originally valued.
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3. The Decline of PDFs: From Practical to Problematic
The Portable Document Format (PDF) was once the gold standard for sharing documents universally. However, over time:
- Adobe Acrobat became bloated and expensive.
- Security vulnerabilities increased.
- PDFs often have copy-paste issues, especially with academic papers or scanned documents.
Ironically, many now prefer screenshotting PDFs and using OCR tools because it’s often easier than dealing with the document directly.
4. The Paywall Problem in Televised Sports
The fragmentation of sports streaming has led to skyrocketing costs:
- Cycling fans once paid $40/year for all races via GCN+. Now, they shell out $550 annually for multiple services.
- Even popular sports like NFL and Formula 1 are locked behind expensive subscriptions on Peacock, Amazon Prime, and TNT Sports.
This not only alienates fans but also limits the sports’ potential to attract new audiences.
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5. Google Search: A Shadow of Its Former Self
Google Search has arguably suffered the worst enshittification:
- AI overviews often deliver irrelevant or inaccurate information before actual search results.
- Sponsored ads dominate the top results.
- Searches for specific quotes or documents now yield AI interpretations instead of the original sources.
The rise of AI-generated content has made finding reliable, factual information more difficult than ever.
6. Email AI Tools: Unwanted and Unhelpful
Gmail’s Gemini AI tool constantly prompts users to use AI-generated summaries and drafts. Despite:
- Frequent requests to disable it,
- The absence of a “permanently off” option,
- Inaccurate AI responses,
Users are left with an invasive, unnecessary feature that diminishes email usability.
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7. Windows 11: A Case Study in User Frustration
Windows 11 is riddled with issues:
- Forced updates that break functionality.
- Mandatory Microsoft accounts for basic features.
- Telemetry tracking and relentless attempts to push Microsoft Edge and Bing.
Instead of refining the OS, Microsoft prioritizes monetization and AI integration—often at the expense of user satisfaction.
8. The Death of Authentic Web Discourse
Social media platforms have become echo chambers filled with:
- Recycled memes,
- Corporate jargon,
- Virality-driven content lacking substance.
Platforms like LinkedIn, Twitter (X), and Instagram encourage performative posting rather than genuine, meaningful interactions. This leads to a homogenized online culture where authenticity is hard to find.
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9. Amazon’s Aggressive Monopolistic Practices
Amazon’s ruthless tactics perfectly exemplify enshittification. For instance:
- When Diapers.com refused to sell, Amazon undercut prices until the company folded.
- Now, Amazon controls diaper pricing and distribution, eliminating competition.
This pattern is repeated across industries, from books to groceries, as Amazon prioritizes dominance over fair competition.
10. The Decline of Open Web Standards
The web was once a decentralized space that encouraged innovation. Now, platforms like Facebook, YouTube, and Google dominate:
- Algorithms control content visibility, suppressing independent voices.
- Monetization models favor viral, sensational content over quality journalism.
- Walled gardens prevent the free flow of information.
The result? A stifled, corporatized Internet that discourages creativity and diversity.
Also Read: Meta Ends Fact-Checking: Cultural Shift Towards Freewheeling Internet
Final Thoughts
The concept of Internet enshittification resonates because it reflects a shared frustration with the modern web. As platforms prioritize profits over people, users are left navigating an increasingly hostile digital landscape. Recognizing these patterns is the first step toward demanding better services—and maybe even reclaiming the Internet’s original promise.
Frequently Asked Questions (FAQs):
- What is Internet enshittification?
It refers to the gradual decline of online platforms due to corporate greed, leading to poor user experiences. - Who coined the term Internet enshittification?
The term was coined by Canadian writer Cory Doctorow in 2023. - Why are smart TVs considered invasive?
Smart TVs track user data for advertisers, often compromising privacy without clear consent. - How has Google Search changed over time?
It now prioritizes AI-generated summaries and ads over organic, accurate search results. - Why is sports streaming so expensive?
Sports rights are fragmented across multiple services, forcing fans to subscribe to several platforms. - Can I disable Gmail’s AI tools permanently?
Currently, there’s no permanent option, and many users struggle to turn it off completely. - What’s wrong with Windows 11?
Users face forced updates, privacy concerns, and bloated features that weren’t present in older versions. - How does Amazon affect market competition?
Amazon often undercuts competitors until they collapse, then dominates pricing and distribution. - Is PDF still a reliable format?
While widely used, PDFs often have usability issues, especially with text copying and accessibility. - How has social media enshittified online discourse?
It promotes viral content over authentic discussions, driven by algorithms focused on engagement.