Sneer all you like at marketing consultants, but once profit has plateaued, then those 'give it all away free to get traction' and 'keep innovating just to get eyeballs' and 'blow them away with Zappos-level UX' (anyone remember Zappos? Holacracy? Amazon buying them for a billion?) brigade get replaced with 'accountants' who cut all of that 'waste' out. Removing everything they call shit. Whatever you think of marketing bozos, the enshittification is what happens when they're suddenly conspicuous by their absence.