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.
Please consider: it at executive’s job is only to make money, then why would any executive do anything but chase the single most source of maximum profit, which right now is obviously scamming people and courting Trump’s favor to get out of consequences? Who would care about building anything real? How could they? Just chase hollow bets and game the system as far as you can?
You can complain about capitalism, and indeed there are many problems with it, but I think you should realize that today’s hyper rapacious version of it is not historical, it’s a fairly recent interpretation of the law. A company is more, MUST be more than a single minded profit making engine. If it always had been, our civilization would have collapsed long before now.