this post was submitted on 16 Mar 2026
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The video’s opening shot shows a man hiding under a bed snipping in a hole in someone’s sock. Seconds later, the same man uses a saw to shorten a table leg so that it wobbles during breakfast. “My job is to make things shitty,” the man explains. “The official title is enshittificator. What I do is I take things that are perfectly fine and I make them worse.”

The video, released recently by the Norwegian Consumer Council, is an absurdist take on a serious issue; it is part of a wider, global campaign aimed at fighting back against the “enshittification”, or gradual deterioration, of digital products and services.

“We wanted to show that you wouldn’t accept this in the analogue world,” said Finn Lützow-Holm Myrstad, the council’s director of digital policy. “But this is happening every day in our digital products and services, and we really think it doesn’t need to be that way.”

Coined by author Cory Doctorow, the term enshittification refers to the deliberate degradation of a service or product, particularly in the digital sphere. Examples abound, from social media feeds that have gradually become littered with adverts and scams to software updates that leave phones lagging and chatbots that supplant customer service agents.

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[–] SapphironZA@sh.itjust.works 23 points 8 hours ago (1 children)

As they say. The cloud is someone else's computer.

Emphasis on someone else

[–] AeonFelis@lemmy.world 0 points 7 hours ago (1 children)

Irrelevant. They can do it to devices you physically own.

[–] SapphironZA@sh.itjust.works 5 points 6 hours ago

Only if it is linked to an online service or update service. In the absence of that they need to hard bake their enshitification strategy upfront.

[–] lemmyng@lemmy.world 11 points 9 hours ago (2 children)

Funny, just today I found out my subscription to addy.io, the email alias company, was somehow deactivated, and I reactivated it today. Unfortunately, any emails or email metadata sent to deactivated aliases are not kept on their servers, which is fantastic for privacy, but then I start thinking, "what if these were important emails I couldn't get because my subscription was fucked with?", or "what happens if the email alias service goes down and I can't get any emails I was expecting?”. Now I'm at a crossroads as to whether or not I should continue primarily using my aliases for my emails, or just provide my true email for important services and leave potential spam/junk to the aliases.

Sidenote, the reason I wanted to use my aliases as my primary email contact was because of breaches I discovered via Have I Been Pwned. I think I did go a bit too far in the opposite direction, so now I need to find that middle ground. Definitely gonna make some changes over the next few days with my email addresses on my accounts.

[–] vividspecter@aussie.zone 4 points 3 hours ago

You can use a custom domain in many cases, which you control (not sure about addy.io though). Still has the dependency on the service, but you can at least quickly transfer if it goes to shit.

[–] jivandabeast@lemmy.browntown.dev 12 points 9 hours ago

For me important stuff gets the real email address and the secondary/beyond gets the aliases

[–] glitchdx@lemmy.world 60 points 13 hours ago (1 children)

A few days ago I tried to find the best frame of the video to turn into a meme. This is what I came up with.

[–] pemptago@lemmy.ml 1 points 2 hours ago

This is a handy meme to have these days. I hope to see it in circulation and to spread it myself! Thanks!

[–] urshilikai@lemmy.world 54 points 14 hours ago* (last edited 12 hours ago) (4 children)

Not sure I agree with the statement that we wouldnt accept enshittification in our analog lives... ovens and refrigerators with screens and becoming unrepairable, cars are only sold with onboard computers and power windows with no other price point, materials for most household items becoming plastic / single use / or deliberately designed with a failure lifetime. I recently started buying clothing with no synthetics and they are unfathomably better performing in terms of breathing, odor, comfort and warmth. We've forgotten what physical products used to be like, in 20 years we will have similarly forgotten what un-enshittified internet / tech was like.

I think, and perhaps it's scarier than anyone wants to admit, we've already gotten accustomed to or given up fighting against enshittification of the analog world.

The common thread is capital and financialization, and there can be never be progress until the ideas in "how to win friends and influence people" are called out as demonic and unhuman.

[–] lemmyng@lemmy.world 14 points 9 hours ago

The fact that half of eligble voters in the US willingly voted for the ultimate enshittifier not once, but twice, is a testament to this.

[–] thedeadwalking4242@lemmy.world 6 points 9 hours ago

I've also started buying natural fibers only. Noticable improvements in quality of life

[–] jaennaet@sopuli.xyz 16 points 13 hours ago (1 children)

Absolutely - enshittification isn't just an internet phenomenon, but literally everything has been getting worse because oligarchs are squeezing more money out of us.

[–] JcbAzPx@lemmy.world 13 points 13 hours ago

I think the point was if it was a person physically doing it to you, you wouldn't just sit there watching them do it.

[–] sidelove@lemmy.world 7 points 12 hours ago (1 children)

I agree with everything you said, but why you gotta do power windows dirty like that 😭

[–] SpraynardKruger@lemmy.world 7 points 9 hours ago

I don't think they were shitting on power windows, but rather the lack of option for a lower priced model without them. It wasn't too long ago that there were economy models without power windows available for certain cars.

[–] HugeNerd@lemmy.ca 5 points 9 hours ago

You'd need to make better humans first. oops

[–] lemmylump@lemmy.world 23 points 13 hours ago (1 children)

https://youtu.be/T4Upf_B9RLQ

Here's the video, it's funny cause it's infuriatingly true.

[–] Sxan@piefed.zip 4 points 10 hours ago
[–] Modern_medicine_isnt@lemmy.world 41 points 16 hours ago (5 children)

As long as companies primary purpose is to make value for the shareholders, this will continue. It is a race to the bottom.
How do you fix that without massive upheaval for the people you are trying to help. I don't know.
Companies used to have a smaller reach, meaning less total and potential customers. So they had to balance what what was good for the shareholders qith what was good for the customers or risk losing both. But products are often global now, especially digital ones. There seems to always be more customers to replace the ones they lose. And investors don't care as much about the long term since they can trade stocks so quickly. Maybe the solution is required holding periods for stocks or something. Higher short term capital gains taxes, and better incentives for long term gains.

[–] UnderpantsWeevil@lemmy.world 9 points 10 hours ago

As long as companies primary purpose is to make value for the shareholders, this will continue.

I'd say its one step worse than that. If you just wanted to return value to shareholders, the 2010s Facebook model of selling a few ads in between pictures of people's pets and graduation photos would work just fine. They could have churned this for decades unimpeded. And the less they fucked with the model, the more money they'd have made long term.

It isn't merely shareholder value that these companies crave, but perpetual double-digit growth in valuation. And, to that end, they're gutting the golden goose for a sudden spike in quarterly profits.

It isn't enough for Zuckerberg's company be valued at $100B. They needed to go for that fourth comma. So they started coming up with crazy - apparently impossible - ideas to reinvent themselves into... the Metaverse, where your whole OS is in VR! Diem (formerly Libra), the Killer Stablecoin! Whateverthefuck AI thing they're doing, to make human labor irrelevant!

Because they've bought into a notion of perpetual high speed growth through financialization. They cannot conceive of any kind of economic boundary or closed system. Like a deadly virus that spreads too quickly, they cannot see the edges of their population space or curb their basic impulse to consume.

There seems to always be more customers to replace the ones they lose.

So much of the drive towards AI is an insane quest to create a financial market without human customers. Just a big machine that sucks in investment capital and reports back a higher earnings figure.

It's increasingly divorced from any kind of material condition. And increasingly predicated on unfettered access to an unlimited pool of natural resources backed by an unchallenged Petrodollar.

[–] MortUS@lemmy.world 17 points 14 hours ago

Government should be the balancing act in response to this. Regulations enforced by Governments.

[–] daannii@lemmy.world 8 points 14 hours ago* (last edited 14 hours ago) (3 children)

It won't stop until stocks are no longer a thing.

Honestly it seems like a bad idea to have stocks in the first place

Like a loan shark you can never get rid of.

Why does this even exist ?

I remember learning about the stock market in grade school and I thought it was stupid then and I think it's stupid now.

It's harmful in pretty much every way.

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[–] 0x0@lemmy.zip 8 points 15 hours ago

As long as companies primary purpose is to make value for the shareholders, this will continue. It is a race to the bottom. How do you fix that without massive upheaval for the people you are trying to help. I don’t know.

Remove shareholders from the equation.

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[–] jtrek@startrek.website 61 points 17 hours ago

The problem is capitalism. Specifically, the consolidation of power in a small number of decision makers.

Break up the big companies. Stop letting them do mergers and acquisitions. You don't even have to do something radical like dismantling capitalism entirely.

[–] a4ng3l@lemmy.world 118 points 19 hours ago (12 children)

For me it’s a tale about loss of ownership in a dematerialised world. No one is going to cut a piece of my dining table because I own it and physically have it entirely at my side.

I’ll never own (my locally installed) Spotify nor the songs I listen to. Though for the later I have vinyl alternatives which no one is touching.

[–] khendron@piefed.ca 13 points 12 hours ago

In his Enshittification book, Cory referred to this as "technofeudalism" —essentially the return to the feudal society where there are owner elites and peasant subjects. The owners control everything, and the peasant have to rent access under the terms and conditions set by the owners. In the technofeudalism model, everybody (the peasants) have to subscribe to access anything from the corporations (the owner elites), with the corporations retaining all the power.

[–] Zer0_F0x@lemmy.world 53 points 19 hours ago (6 children)

If you want a specific variety of a plant that's patented by, say, Monsanto, you don't own the seeds you get but rather their permission to plant them.

If you re-plant seeds in your own field produced by the crops of the previous year on that same field they can sue you and they will win (see Bowman v. Monsanto Co.)

[–] grandma@sh.itjust.works 25 points 13 hours ago

This is why I only seed torrents

[–] Scubus@sh.itjust.works 9 points 12 hours ago* (last edited 12 hours ago) (1 children)

That's cool. Good thing I have a black light, and can modify the seeds the same way they do. Therefore, not the same seeds.

Edit: didn't make this clear enough, the idea is to lightly modify their seeds just enough to make it legal. If they want to be shitty, we can be shitty right back. Any rule they make for us they make exceptions for the rich. Therefore, with enough cleverness and a stubborn refusal to accept others bullshit(and a bit of spite) you can exploit their rules and bend them to your will.

[–] Hexanimo@kbin.earth 1 points 8 hours ago (1 children)

I have no experience agriculture patents, but couldn't Monsanto make it illegal for someone to modify "their product" without their explicit permission?

[–] Scubus@sh.itjust.works 1 points 8 hours ago

I left it in the sun too long, oops. Well, now that this is no longer one of your seeds as it contains distinct genetic differences which differentiate it from the genes listed in your patents, I guess there's no issue with me running experiments on it?

[–] SuspciousCarrot78@lemmy.world 1 points 7 hours ago* (last edited 7 hours ago)
[–] boonhet@sopuli.xyz 40 points 18 hours ago

They'll also sue your neighbour if your plants spread seeds to their land.

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[–] LittleBorat3@lemmy.world 8 points 14 hours ago (1 children)

You can have digital no problem. I have 25 year old mp3s. It just needs to be physically on your drives. You can pirate or purchase music today without issues. Spotify just scratched that laziness itch at one point in time and now you are locked in.

[–] caurvo@lemmy.blahaj.zone 3 points 10 hours ago* (last edited 10 hours ago) (1 children)

For anyone who is interested in returning to simple mp3 players, check out the Snowsky range by Fiio.

The Echo Mini and soon to be released Echo Nano are pretty great little pieces that inhabit the offline music (and not your phone) space.

Edit - and Bandcamp or Soulseek to fill the drives up :)

[–] LittleBorat3@lemmy.world 1 points 10 hours ago

I have some cowon player around here but cannot find it anymore. That old thing supports 128gb via SD card.

What I would like is something modern, small player with a clip and Bluetooth for the buds.

Running could be so awesome but here we are running around with heavy phones. I guess some people use watches like that.

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[–] manxu@piefed.social 72 points 19 hours ago (5 children)

the term enshittification refers to the deliberate degradation of a service or product, particularly in the digital sphere

That's not exactly what it is, though. Enshittification is the deliberate degradation of a product for the purpose of extracting maximum revenue, where the product is progressively degraded up to the point where the consumer ditches it, but not exactly to it.

Without the tie to maximum revenue and measurement of consumer ability to cope, it's hard to understand why enshittification is so brutally frustrating.

[–] merdaverse@lemmy.zip 7 points 11 hours ago

Feels very fitting for The Guardian to downplay how the profit motive inherent in capitalism contributes to enshittification, even when Doctorow's original definition clearly includes it.

[–] HellsBelle@sh.itjust.works 49 points 18 hours ago* (last edited 18 hours ago) (3 children)

Cory Doctorow describes the stages of enshittification as follows:

It’s a three stage process: First, platforms are good to their users; then they abuse their users to make things better for their business customers; finally, they abuse those business customers to claw back all the value for themselves. Then, they die.

And for good measure he reminds us of the why and how things used to be better:

The pre-enshittification era wasn’t a time of better leadership. The executives weren’t better. They were constrained. Their worst impulses were checked by competition, regulation, self-help and worker power.

https://doctorow.medium.com/my-mcluhan-lecture-on-enshittification-ea343342b9bc

[–] manxu@piefed.social 7 points 10 hours ago (1 children)

You know, I agree with him that the pre-enshittification era wasn't a time of better leadership, but I don't think he got the reason for the change right. I think what we call Late Stage Capitalism comes from a single source: corporations don't give a rat's ass any longer if they exist in ten years. They are willing to toss reputation and long-term prospects out the window because the only metric that matters is quarterly numbers.

It's a thing I noticed on the Internet. I wondered why so many sites become big and then shoot themselves in the foot. We are on Lemmy (well, I am on Piefed) now, many of us from enshittified Reddit. But Reddit was the savior from an enshittified Digg, which was the savior from an enshittified Slashdot, etc. It figures that each iteration knew they were going to die making the choice they made, but also knew the quarter would be spectacular.

That worries me, because it's much easier to destroy something than to build it. If you go and look, the Internet is slowing down. It isn't being innovated, despite the need to do so. Instead, the big players see something grow, and they use their massive resources to buy it and kill it.

That's why I love open source: what is being built has long term plans. The main way that open source projects get enshittified is when they close source innovation and then follow the same trajectory as the big companies.

[–] joostjakob@lemmy.world 1 points 45 minutes ago

I think you're being overly optimistic about the dying part. Folks here are not exactly a random sample - even if many people see the enshittification of Facebook or Reddit, they will feel unable to leave. Especially for social media there's a huge network effect - the value of the product is in the fact that "everyone" is there. Or for Google products: there are just so many different problems for the user to solve (if there's a current solution at all!) before being able to move. So yes, the focusing on quarterly profits extracts value at the cost of everyone else, but it might not be enough to kill the product. Or at least not for quite a long time. For me the root of the problem is that we gave up on countering monopolies. This has always been a grave enemy of "efficient" capitalism, but over the last few decades we kind of stopped efforts to prevent this. It automatically leads to worse service for any client, not just in the digital sector. Worse, it leass to concentration of power in such few hands that any political system shifts into an oligarchy.

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The "for the purpose of extracting maximum revenue" is a bit redundant, though.

Everything a corporation does is for that purpose.

[–] hcf@sh.itjust.works 18 points 18 hours ago

Actually, I think that's the main process of enshittification, but I don't think enshittification is always deliberate.

Very often software products are tweaked, changed, or even degraded in an attempt to "simplify" or "improve" a particular user experience at the expense of another UX.

And to make matters worse, some companies end up with a Frankenstein product of confusing functions because they are trying to cater to two entirely different user bases within the same product.

E.g. Microsoft may genuinely have believed that changing their system settings UI in Windows 11 to "consolidate and reduce drift" of system configurations would improve the everyday user experience, but they failed to account for the decades of inertia they'd built up from their prior OS user base and how that would piss off a not-insignificant number of other users who had grown accustomed to the way the product had previously worked.

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[–] prole@lemmy.blahaj.zone 24 points 16 hours ago

“We wanted to show that you wouldn’t accept this in the analogue world,”

Ummm... It's happening constantly in the "analogue" world.

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