Critic Alleges "Enshittification" as Platforms Monetize Data, Subscriptions, and Attention

Thiago Salvador, a prominent social media commentator, has issued a sharp critique against the evolving monetization strategies of digital platforms, asserting that the "enshittification lifecycle" is accelerating. Salvador's remarks, made in response to @BenjaminDEKR, highlight a growing user frustration with platforms that, in his view, simultaneously leverage user data, introduce subscription fees, and continue to monetize attention spans. He labeled the practice of denying advertising intent while pursuing these strategies as "classic gaslighting."

"Calling it 'not an ad' is classic gaslighting. We are already paying with our data, now we are paying a subscription fee, and they still want to monetize our attention span. It is the enshittification lifecycle speedrunning itself," Salvador stated in his tweet.

The term "enshittification" was coined by Canadian author and activist Cory Doctorow in November 2022. It describes the degradation of online platforms through a three-stage process: platforms initially serve users, then exploit users to benefit business customers (like advertisers), and finally exploit both users and business customers to maximize short-term profits for shareholders. This often results in a decline in service quality and an increase in monetization demands.

This criticism comes amidst a broader trend where many tech companies are diversifying their revenue streams beyond traditional advertising. Platforms such as X (formerly Twitter), Reddit, Netflix, and Amazon have faced scrutiny for introducing premium tiers, increasing ad load, or imposing new charges for previously free features. These changes often lead to user dissatisfaction, as the perceived value diminishes while costs or intrusive elements rise.

The aggressive pursuit of multiple monetization avenues—from data collection for targeted advertising to direct subscription models and vying for user engagement—reflects a complex landscape driven by investor expectations and a maturing digital market. Salvador's tweet encapsulates a sentiment shared by many users who feel that platforms are extracting value from every possible angle, leading to a degraded overall experience. The ongoing debate underscores the tension between platform profitability and user welfare in the digital economy.