Enshittification is a term coined by author Cory Doctorow in 2022 to describe the pattern of platform decay: first, they are good to users; then, they abuse users to make things better for their business customers; finally, they abuse those business customers to claw back all the value for themselves. As a meme, it has become the rallying cry for internet users frustrated with the declining quality of search engines, social media apps, and e-commerce sites. The meme usually involves labeling the stages of a company's downfall or comparing a beloved early-stage product to its current, ad-riddled state. It captures the collective exhaustion of the digital age where every service eventually prioritizes profit over utility.