This post from @mmasnick is a helpful contribution to thinking about how Internet companies can resist the path to #enshitification that @doctorow first described.
It can be good for companies to define crisp lines for both their employees and their customers between what they consider to be reasonable and exploitive. "Don't be evil" was a good idea as a general principle but the devil is in the details. What kinds of things will we never do here?
I also think technical architectures that prevent user lock-in are an important part of the solution. People are fond of saying that if you aren't paying for a service, you're the product. A more important problem is that you aren't in a position to demand better service if you aren't in a position to walk away from the table if you don't get what you're asking for.
It's easy to hate big tech companies. Proposing constructive answers that aren't merely straw men is a lot harder. Much more discussion about this is needed.
https://www.techdirt.com/2023/06/21/seven-rules-for-internet-ceos-to-avoid-enshittification/