Many of us have left the big social media platforms; far more of us *wish* we could leave them; and even those of us who've escaped from Facebook/Insta and Twitter still spend a lot of time trying to figure out how to get the people we care about off o...
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Economists call this the "collective action problem." This problem creates "switching costs" - a lot of stuff you'll have to live without if you switch from legacy platforms to new ones. The collective action problem is hard to solve and the switching costs are very high:
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That's why people stay behind - not because they lack perspective, or self-discipline, or because their dopamine loops have been hacked by evil techbro sorcerers who used Big Data to fashion history's first functional mind-control ray. They are locked in by real, material things.
Big Tech critics who attribute users' moral failings or platforms' technical prowess to the legacy platforms' "stickiness" are their own worst enemies.
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These critics have correctly identified that legacy platforms are a serious problem, but have totally failed to understand the nature of that problem or how to fix it. Thankfully, more and more critics are coming to understand that lock-in is the root of the problem, and that anti-lock-in measures like interoperability can address it.
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But there's another major gap in the mainstream critique of social media. Critics of zuckermuskian media claim those services are so terrible because they're for-profit entities, capitalist enterprises hitched to the logic of extraction and profit above all else. The problem with this claim is that it doesn't explain the changes to these services.
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After all, the reason so many of us got on Twitter and Facebook and Instagram is because they used to be a lot of fun. They were useful. They were even great at times.
When tech critics fail to ask why good services turn bad, that failure is just as severe as the failure to ask why people stay when the services rot.
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Now, the guy who ran Facebook when it was a great way to form communities and make friends and find old friends is the same guy who who has turned Facebook into a hellscape. There's very good reason to believe that Mark Zuckerberg was always a creep, and he took investment capital *very* early on, long before he started fucking up the service. So what gives? Did Zuck get a brain parasite that turned him evil? Did his investors get more demanding in their clamor for dividends?
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If that's what you think, you need to show your working. Again, by all accounts, Zuck was a monster from day one. Zuck's investors - both the VCs who backed him early and the gigantic institutional funds whose portfolios are stuffed with Meta stock today - are not patient sorts with a reputation for going easy on entrepreneurs who leave money on the table. They've demanded every nickel since the start.
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What changed? What caused Zuck to enshittify his service? And, even more importantly for those of us who care about the people locked into Facebook's walled gardens: what stopped him from enshittifying his services in the "good old days?"
At its root, enshittification is a theory about *constraints*. Companies pursue profit at all costs, but while you may be tempted to focus on the "at all costs" part of that formulation, you musn't neglect the "profits" part.
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Companies don't pursue *unprofitable* actions at all costs - they only pursue the plans that they judge are likely to yield profits.
When companies face real competitors, then some enshittificatory gambits are unprofitable, because they'll drive your users to competing platforms.
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That's why Zuckerberg bought Instagram: he had been turning the screws on Facebook users, and when Instagram came along, millions of those users decided that they hated Zuck more than they loved their friends and so they swallowed the switching costs and defected to Instagram. In an ill-advised middle-of-the-night memo to his CFO, Zuck defended spending $1b on Instagram on the grounds that it would recapture those Facebook escapees:
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“Instagram can hurt us”: Mark Zuckerberg emails outline plan to neutralize competitors
Antitrust panel says the messages show Facebook CEO Mark Zuckerberg trying to buy out his competition. They were revealed at today’s hearing with CEOs from Amazon, Apple, Facebook, and Google.
The Verge (www.theverge.com)
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A company that neutralizes, buys or destroys competitors can treat its users far worse - invade their privacy, cheap out on moderation and anti-spam, etc - without losing business. That's why Zuck's motto is "it is better to buy than to compete":
Zuckerberg: ‘its better to buy than compete’. Is Facebook a monopoly?
Wednesday’s lawsuits in the US against Facebook’s market power are the latest escalation in the battle between regulators and tech giants that could reshape the social media industry.
Zuckerberg: ‘its better to buy than compete’. Is Facebook a monopoly? (www.trtworld.com)
Of course, as a leftist, I know better than to count on markets as a reliable source of corporate discipline. Even more important than market discipline is government discipline, in the form of regulation
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If Zuck feared fines for privacy violations, or moderation failures, or anticompetitive mergers, or fraudulent advertising systems that rip off publishers and advertisers, or other forms of fraud (like the "pivot to video"), he would treat his users better. But Facebook's rise to power took place during the second half of the neoliberal era, when the last shreds of regulatory muscle that survived the Reagan revolution were being devoured by GW Bush and Obama (and then Trump).
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As cartels and monopolies took over our economy, most government regulators were neutered and captured. Public agencies were stripped of their powers or put in harness to attack small companies, customers, and suppliers who got in the way of monopolists' rent-extraction. That meant that as Facebook grew, Zuckerberg had less and less to fear from government enforcers who might punish him for enshittification where the markets failed to do so.
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But it's worse than that, because Zuckerberg and other tech monopolists figured out how to harness "IP" law to get the government to shut down third-part technology that might help users resist enshittification. IP law is why you can't make a privacy-protecting ad-blocker for an app (and why companies are so desperate to get you to use their apps rather than the open web, and why apps are so dismally enshittified).
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IP law is why you can't make an alternative client that blocks algorithmic recommendations. IP law is why you can't leave Facebook for a new service and run a scraper that imports your waiting Facebook messages into a different inbox. IP law is why you can't scrape Facebook to catalog the paid political disinformation the company allows on the platform:
Cory Doctorow: IP
The magazine of the science fiction, fantasy, and horror field with news, reviews, and author interviews
Locus Online (locusmag.com)
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IP law's growth has coincided with Facebook's ascendancy - the bigger Facebook got, the more tempting it was to interoperators who might want to plug new code into it to protect Facebook users, and the more powers Facebook had to block even the most modest improvements to its service. That meant that Facebook could enshittify even more, without worrying that it would drive users to take unilateral, permanent action that would deprive it of revenue, like blocking ads.
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Once ad-blocking is illegal (as it is on apps), there's no reason not to make ads as obnoxious as you want.
Of course, many Facebook *employees* cared about their users, and for most of the 21st century, those workers were a key asset for Facebook. Tech workers were in short supply until just a couple years ago, when the platforms started round after round of brutal layoffs - 260,000 in 2023, another 150,000+ in 2024.
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Facebook workers may be furious about Zuckerberg killing content moderation, but he's not worried about them quitting - not with a half-million skilled tech workers out there, hunting for jobs. Fuck 'em. Let 'em quit:
‘It’s Total Chaos Internally at Meta Right Now’: Employees Protest Zuckerberg’s Anti LGBTQ Changes
Meta's decision to specifically allow users to call LGBTQ+ people "mentally ill" has sparked widespread backlash at the company.
404 Media (www.404media.co)
This is what changed: the collapse of market, government, and labor constraints, and IP law's criminalization of disenshittifying, interoperable add-ons.
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This is why Zuck, an eternal creep, lets his creep flag fly so proudly today. Not because he's a worse person, but because he understands he can hurt his users and workers to benefit his shareholders without any consequences. Zuck 2025 isn't the most evil Zuck, he's the most unconstrained Zuck.
Same goes for Twitter. I mean, obviously, there's been a change in management at Twitter - the guy who's enshittifying it today isn't the guy who enshittified it prior to last year.
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Musk is speedrunning the enshittification curve, and yet Twitter isn't collapsing. Why not? Because Musk is insulated from consequences for fucking up - he's got a huge cushion of wealth, he's got advertisers who are desperate to reach his users, he's got users who can't afford to leave the service, he's got IP law that he can use to block interoperators who might make it easier to migrate to a better service.
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