There's one overwhelmingly common mistake that people make about enshittification: assuming that the contagion is the result of the Great Forces of History, or that it is the inevitable end-point of any kind of for-profit online world.

In other words, they class enshittification as an ideological phenomenon, rather than as a material phenomenon. Corporate leaders have always felt the impulse to enshittify their offerings, shifting value from end users, business customers and their own workers to their shareholders. The decades of largely enshittification-free online services were not the product of corporate leaders with better ideas or purer hearts. Those years were the result of constraints on the mediocre sociopaths who would trade our wellbeing and happiness for their own, constraints that forced them to act better than they do today, even if the were not any better.

Corporate leaders' moments of good leadership didn't come from morals, they came from fear.