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The theory, popularized by internet observers, that describes the inevitable lifecycle of digital platforms and, increasingly, everything else: first they're good to users, then they abuse users to benefit business customers, then they abuse both to benefit shareholders, and finally they become a hollowed-out shell of their former selves, optimized for extraction rather than utility. The theory of global enshittification explains why every app you love eventually becomes unusable, why quality declines as soon as a company goes public, and why it feels like the whole world is slowly getting worse in specifically annoying ways. It's not paranoia; it's capitalism.
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