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Enshittification exclusively defines online platforms. Stop using it for everything.
It’s a perfectly cromulent word that describes the process that happens across nearly all consumer corporate endeavours, online included.
I disagree and so do others, so you will have to face the fact it will be used in this context going forward.
No sense wasting effort fighting it.
Enshittification is clearest in online, but even Doctorow uses the word to describe the behaviour of all companies.