Microincentives and Enshittification (Re: Google)

This is an essay by Cory Doctorow about how Google makes the experience of seeking worse, and why it’s so bad.

Google Search is as big as it could possibly be. The sub-ten-percent of the search market that Google doesn’t own isn’t ever going to voluntarily come into the Google fold. Those brave iconoclasts are intimately familiar with Google Search and have had to override one or more defaults in order to get shut of it. They aren’t customers-in-waiting who just need a little more persuading.

That means that Google Search can’t grow by adding new customers. It can only grow by squeezing its existing customers harder.

The only way for Google Search to grow is to make itself worse.