E is for Enshittification: An illustrated children's board book. By the UX & Product thinkers at Evans Hunt.

First the company is good to its users. In the early days, it has to win customers over. There’s a natural need for good UX while companies seek product-market fit.

This is the “don’t be evil” stage of enshittification, but the seeds of platform lock-in are already taking root.

The next move in the enshittification playbook sees companies transfer value from their initial customer base to larger and more profitable business customers. This might take the form of publishers, advertisers, influencers, or enterprise buyers.

This transfer of value often starts small, but it can easily spiral out of control. Picture Instagram slowly transitioning your feed from photos of your friends to a never-ending stream of influencer content.

Finally, the company turns on both audiences to extract value for itself. Here, an organization that once succeeded by creating value for users slides into extractive, rent-seeking behaviours.

With users and business customers fully locked in, the company can continually alter the arrangement to its own benefit. Data lock-in, digital copyright law, and positions of market dominance keep them shielded from having to deal with upset customers.