Enshittification, you'll recall, is the lifecycle of the online platform: first, the platform allocates #surpluses to end-users; then, once users are locked in, those surpluses are taken away and given to business-customers. Once the advertisers, publishers, sellers, creators and performers are locked in, the surplus is clawed away from them and taken by the publishers.

https://pluralistic.net/2023/01/21/potemkin-ai/#hey-guys

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#Facebook is the poster-child for enshittification. When FB welcomed the general public in 2006, it sold itself as the privacy-respecting alternative to #Myspace, promising users it would never harvest their data. The FB feed consisted of the posts that the people you'd followed - the people you cared about - published.

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FB experienced explosive growth, thanks to two factors: #NetworkEffects (every new user was a draw for other users who wanted to converse with them), and #SwitchingCosts (it was practically impossible to convince all the people you wanted to hear from to leave FB, much less agree on what platform to go to next). In other words, every new user who joined FB both attracted more users, and made it harder for those users to leave.

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FB attained end-user lockin and was now able to transfer users' surpluses to business customers. First, it started aggressively spying on users and offered precision targeting at rock-bottom prices to advertisers. Second, it offered media companies "algorithmic" boosting into the feeds of users who hadn't asked to see their posts.

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Media companies who posted excerpts to FB, along with links to their sites on the real internet were rewarded with *floods* of traffic, as their posts were jammed into the eyeballs of millions of users who never asked to see them. Media companies and advertisers went all-in, integrating FB surveillance beacons in their presence on the real internet, hiring social media specialists who'd do #PlatformKremlinology in order to advise them on the best way to please #TheAlgorithm.

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Once those business customers - creators, media companies, advertisers - were locked into FB, the company harvested their surplus, too. On the ad side, FB raised rates and decreased expensive anti-fraud measures, meaning that advertisers had to pay more, even as an increasing proportion of their ads were either never served, or never seen.

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With media companies and creators, FB not only stopped jamming their content in front of people who never asked to see it, they actively suppressed the spread of business users' posts *even to their own subscribers*. FB required media companies to transition from excerpts to fulltext feeds, and downranked or simply blocked posts that linked back to a business user's own site, be it a newspaper's web presence or a creator's crowdfunding service.

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Business users who wanted to reach people who explicitly directed FB to incorporate their media in users' feeds had to pay for "boosts."

This is the (nearly) complete enshittification cycle: having harvested surpluses from users and business customers, FB is now (badly) attempting to surf the line where nearly *all* value in the service lands in its shareholders' pockets, with *just enough* surplus left over to keep end-users and business-users locked in (see also: #Twitter).

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There have been lots of other abusive "platform" businesses in the past - famously, 19th century railroads and their #RobberBaron owners were so obnoxiously abusive that they spawned the #trustbusting movement, the #ShermanAct, and modern competition law. Did the rail barons do enshittification, too?

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Well, yes - and no. I have no doubt that robber barons *would* have engaged in zuckerbergian shenanigans if they could've - but they were constrained by the stubborn inertness of atoms and the slippery liveliness of bits. Changing rail schedules to make direct connections with cities to destroy a rival ferry business (or hell, *laying track* to those cities) is a slow proposition. Changing content recommendations at Facebook is something you do with a few mouse-clicks.

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Which brings me to the thesis of "Twiddler": enshittification doesn't arise from the special genius or the unique wickedness of tech barons - rather, it's the product of the ability to *twiddle*. Our discourse has focused (rightly) on the extent to which platforms are "instrumented" - that is, the degree to which they spy on and analyze their users' conduct.

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But discussion of what the platforms *do* with that data - the ways they "react" to it - has echoed the platforms' own boasts of transcendental #BehaviorModification prowess (c.f. "#SurveillanceCapitalism) while giving short shrift to the extremely mundane, straightforward ways that the ability to change the business-logic of a platform lets it allocate and withdraw surpluses from different kinds of users to get them on the hook, reel them in, and then skin and devour them.

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The Twiddler thesis, in other words, is a counter to the narrative of @mariafarrell's #ProdigalTechBros, who claim that they were once evil sorcerers, but, having seen the error of their ways, vow to be *good* sorcerers from now on, forswearing "hacking our #DopamineLoops" like vampires swearing off blood:

https://conversationalist.org/2020/03/05/the-prodigal-techbro/

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People who repeat the claims of Prodigal Tech Bros are engaging in #CritiHype, @leevinsel's term for criticism that repeats tech's own mystical narratives of their own superhuman prowess, rather than grappling with the mundanity of doing old conjurer's tricks *very quickly*, with computers:

https://sts-news.medium.com/youre-doing-it-wrong-notes-on-criticism-and-technology-hype-18b08b4307e5

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That's what twiddling is - doing the things that grocers and rail monopolists and music monopolists have always done, but very quickly, with computers. Whether it's #Amazon rooking sellers/authors, or #Apple and #Google's #AppStores rooking app makers, or #Tiktok and #Youtube rooking performers, or #Uber rooking drivers, it's the same underlying pattern of surplus-harvesting, and so's the method. It's the same things their predecessors did, but very quickly, with computers.

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A grocer who wants to price-gouge on eggs needs an army of low-waged workers with pricing guns. #AmazonFresh does it in an eyeblink, by typing a new number into a web-form and clicking submit. As is so often the case when a magic trick is laid bare, the mechanic is very, very boring: the way to make a nickel vanish is to spend hundreds of hours practicing with a mirror while you shift so it is clenched between your fingers, and protrudes from behind your hand (spoiler alert).

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The trick can be baffling and marvellous when you see it, but once you know how it's done, it's pretty obvious - the difference is that most sleight-of-hand artists don't think they're sorcerers, while plenty of #TechBros believe their own press.

There's a profound irony in twiddling's role in enshittification: early internet scholarship rightly hailed the power of twiddling for internet *users*.

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Theorists like @aramsinn described this as #configurability - the ability of end-users (aided by tinkerers, SMEs and co-ops) to modify the services they used to suit their own needs:

https://www.jstor.org/stable/j.ctt5vk8c2

Arguably the most successful configurability story is #AdBlocking, which @dsearls calls "the biggest boycott in human history." Billions of end-users of the web have twiddled their browsers so that they aren't tracked by #AdTech and don't see ads:

https://blogs.harvard.edu/doc/2015/09/28/beyond-ad-blocking-the-biggest-boycott-in-human-history/

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Configurability was at the heart of early hopes for mass #disintermediation, because audiences and performers (or sellers and producers) could go direct to one another, assembling a customized, un-capturable conduit composed of an a-la-carte selection of payment processors, webstores, mail and web hosts, etc.

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Whenever one of these utilities tried to capture relationships to harvest more surplus, both ends of the transaction could foil them by blocking, reverse-engineering, modding, or mashing them up, wriggling off the hook before it could set its barbs.

But - as we can all see - a funny thing happened on the way to the 21st century. The platforms seized the internet, turning it into "five giant websites, each filled with screenshots of the other four":

https://twitter.com/tveastman/status/1069674780826071040

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Three factors let them do this:

I. They were able to buy or merge with every major competitor, and where that failed them, they were able to use predatory pricing to drive competitors out of the market:

https://pluralistic.net/2023/02/16/tweedledumber/#easily-spooked

II. They were able to twiddle their services, setting them a-bristle with surveillance beacons and digital actuators that could rearrange the virtual furniture every time some #KnobJockey touched their dial:

https://doctorow.medium.com/twiddler-1b5c9690cce6

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III. They were able to *hoard* the twiddling, using laws like the #DMCA, #CFAA, #Noncompetes, #TradeSecrecy, and other "#IP" laws to control the conduct of their competitors, critics and customers:

https://locusmag.com/2020/09/cory-doctorow-ip/

That last point is important: it's not just that big corporations twiddle us to death - it's that they have made it illegal for us to twiddle back. Adblock is possible on the web, but to ad-block your #Iphone, you must first jailbreak it, which is a crime.

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Yes, Apple will block Facebook from spying on you - but even if you opt out of tracking, Apple still spies on you in exactly the same way Facebook did, to power their own ad-targeting business:

https://pluralistic.net/2022/11/14/luxury-surveillance/#liar-liar

This is what Jay Freeman calls "#FelonyContemptOfBusinessModel" - the literal criminalization of configuration.

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When Netflix wants to decide who is and isn't a member of your family, they just twiddle their back-end to block the child that moves back and forth between your home and your ex's, thanks to your joint custody arrangement:

https://pluralistic.net/2023/02/02/nonbinary-families/#red-envelopes

But woe betide the parent who twiddles back to restore their child's service, by jailbreaking an app or the @w3c's official, in-browser #DRM, #EME.

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Trafficking in a tool to bypass EME and reconfigure your browser to suit your needs, rather than Netflix's, is a felony punishable by a five-year prison sentence and a $500k fine, under #Section1201 of the DMCA:

https://www.eff.org/deeplinks/2017/09/open-letter-w3c-director-ceo-team-and-membership

This is the supreme irony of twiddling: #BigTech companies *love* to twiddle *you*, but if you touch your own knob, they call it a crime.

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Just as Big Tech firms turned #FreeSoftware into #OpenSource and then took all the #SoftwareFreedom for themselves, configurability is now the exclusive purview of corporations - those transhuman, immortal colony paperclip maximizers that treat humans as inconvenient gut-flora:

https://www.youtube.com/watch?app=desktop&v=vBknF2yUZZ8

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If we are to take the net back, we'll need to seize the means of computation. There are three steps to that process:

I. Traditional antitrust: #MergerScrutiny, breakups, and bans on predatory pricing and other anticompetitive practices:

https://www.ftc.gov/news-events/news/press-releases/2022/01/federal-trade-commission-justice-department-seek-strengthen-enforcement-against-illegal-mergers

II. Anti-twiddling laws for businesses: A federal privacy law with a private right of action, labor protections, and other rules that take knobs away from tech platforms:

https://www.eff.org/deeplinks/2019/01/you-should-have-right-sue-companies-violate-your-privacy

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III. Pro-twiddling laws for users: Interoperability (both mandatory and adversarial - AKA #CompetitiveCompatibility or #ComCom):

https://pluralistic.net/2022/02/05/time-for-some-game-theory/#massholes

Monopolists and their handmaidens - witting and unwitting - want you to believe that their dominance is inevitable (shades of #Thatcher's "#ThereIsNoAlternative"), because the great forces of history, the technical characteristics of digital technology, and the sorcerous mind-control of dopamine-hackers.

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But the reality is more mundane. Digital freedom was never a mirage. Indeed, it's a prize of enormous value - that's why the platforms are so intent on hoarding it all for themselves.

Here's this week's podcast episode:

https://craphound.com/news/2023/02/27/twiddler/

And here's a direct link to download the #MP3 (hosting courtesy of the @internetarchive; they'll host your media for free, forever):

https://archive.org/download/Cory_Doctorow_Podcast_439/Cory_Doctorow_Podcast_439_-_Twiddler.mp3

Here's the direct feed to subscribe to my podcast:

http://feeds.feedburner.com/doctorow_podcast

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