by Cory Doctorow
Cory Doctorow “certainly knows how to make an idea memorable,” said Henry Mance in the Financial Times. While not everyone will appreciate his new book’s scatological title, the prolific author, blogger, and internet activist deserves thanks for bloodying the world’s biggest tech companies by succinctly diagnosing how they’re ruining users’ lives. “You could not ask for a clearer, more ambitious, or better-written business book than this one,” all of it expanding on a theory Doctorow put forward three years ago describing a three-step process of “enshittification.” In his view, Apple, Amazon, Facebook, Google, and others have become giants by first earning users’ trust. But in stage two, they abuse their users to benefit advertisers or other business customers, and in stage three, they abuse their business partners—because their dominance allows them to.
“This may sound merely like capitalism at work,” said Dan Piepenbring in Harper’s. “Doctorow thinks it’s closer to feudalism,” and it’s easy to see why. Where capitalists make things, today’s tech companies act like medieval rentiers, using land they control to extract wealth from and immiserate those who need the land. Google made its search results worse so that users would search again and see more ads. Tesla charges buyers monthly subscription fees for services they’ve already paid for. Amazon manufactures cheap imitations of the products shoppers truly want and makes the original products harder to find on its website. Doctorow builds these and other offenses into “a masterly polemic, its scope so sweeping that it does, finally, seem to explain every pungent odor wafting from Silicon Valley,” including the Foxconn sweatshops in China that are adorned with anti-suicide nets. Surprisingly, Doctorow believes such companies can one day be tamed by fed-up customers. “I hope he’s right.”
Though the book “covers a lot,” it “leaves the reader craving a grander application of his concept to other aspects of culture and society,” said Kyle Chayka in The New Yorker. Doctorow, for example, stops short of expanding his scope to national politics. And as brilliant as his analysis is, said Paul Krugman in his Substack newsletter, Doctorow neglects to mention how enshittification has “messed with the heads” of the people running the big tech companies. “They were loved when the public imagined, falsely, that they were the good guys. Now they aren’t. And it drives them crazy.” That’s bad for all of us. “The increasingly antidemocratic rage of tech bros is, I’d argue, in part driven by their awareness that people don’t love and admire them the way they used to.” That leaves the rest of us at their mercy both as consumers and citizens. |