ENSHITTIFICATION

Upgrading the online experience.

Doctorow coined the title word in 2022, comically capturing the zeitgeist-y view that today’s internet “sucks.” In this erudite yet breezy takedown of Big Tech, the novelist and activist targets deceptive search engine results, new “secret surveillance” tactics, and platforms that are increasingly hard to quit. The 2020s internet is frustrating and exploitative, he writes, because decades of corporate consolidation, enabled by permissive regulatory oversight, has resulted in “the cartelization and monopolization of our economy.” Thus occurs “enshittification,” under which companies without rivals “deliberately worsen” their services to enrich shareholders, mistreating customers without fear of consequences. The abuse varies by platform. “Once the fear of competition had been eliminated, making Google Search worse was a small price to pay for rising stock prices.” Subpar search results compel us to search again, enabling the company to show us more revenue-generating ads. Facebook uses a similar tactic, feeding us “ads and boosted content,” along with just enough useful stuff “to keep users glued to one another.” Sure, you can quit a platform, but you might lose contact lists or music you’ve bought. Doctorow devotes enlightening chapters to the push-pull between stockholder-pleasing tech executives and employees who don’t “put profit over mission.” Empowering the latter, perhaps through tech worker unionization, is key to better user experiences, he writes. The book’s final third offers ideas for encouraging competition and “high-quality regulations.” He’s for “muscular privacy” statutes and new standards that would make it easier to transfer data from one platform to another or use an iPhone without relying on Apple’s App Store. Doctorow has a gift for distilling complicated ideas. If we want a “new, good internet,” we’ve got to make Big Tech “weaker.” It’s a potentially galvanizing argument.

A persuasive polemic aims to defang Big Tech—and improve life for everyone else.