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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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