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I mean enshittification doesn’t just affect software and internet. It works the same way elsewhere too: create demand for a product by making it high quality, once everything is structured around that product so that it can not be easily removed from society, enshittify it by significantly reducing quality while keeping most of the profit because now everything is shaped around your product.
Also, the company is allowed to absorb the competition to the point where no new players can compete for that market