When Your Favorite Tech Companies Get Too Big: The 'Broken Internet' Debate

Remember when getting online felt like stepping into a vast, exciting new world? A place where you could discover anything, connect with anyone, and stumble upon quirky, unexpected corners of human creativity. It felt... fun [0].

Lately, though, have you had that nagging feeling? You're scrolling through your favorite app, the one you've used for years, and it just feels... off. Your feed is cluttered, ads are everywhere, and features you once loved are either gone or buried under a mountain of new, often unnecessary additions [1]. "Is it just me," you might wonder, "or did this used to be better?"

You're definitely not alone. Many people are whispering that the internet feels "broken" or at least, a lot less enjoyable than it once was [2], [1]. It's a widespread feeling that suggests something fundamental has shifted in our online world [1].

So, what's going on? We're going to explore a fascinating, if a little frustrating, pattern that many big tech companies seem to follow. It's a process where our beloved online spaces gradually change for the worse, often driven by growth and the relentless pressure to make more money [3]. And most importantly, we'll look at what this all means for your daily online life.

The Good Old Days (and How We Got Here)

Cast your mind back to the early days of the internet, particularly the 1990s. It was a revolutionary time, full of excitement and the promise of unprecedented access to information and global connection [5]. Imagine it like a bustling town square, open to everyone. Anyone could set up a "stall" (a website or forum), share ideas, and interact freely [5]. Email was a marvel, chat rooms buzzed with global conversations, and finding information felt like unlocking a vast, endless library [5].

But how did we get from that open, decentralized dream to today's landscape, where a few familiar names seem to control everything [4]? The answer lies in the rise of tech giants like Google, Amazon, and Facebook (now Meta). These companies built sophisticated platforms that offered amazing services, often for free [4].

A huge part of their success came from something called the "network effect" [6]. Think of it like a party: if you're the only one there, it's pretty dull. But as more and more people arrive, the party gets livelier and more enjoyable [6]. Similarly, a service like Facebook becomes more valuable to you when all your friends are on it [6]. This created a powerful cycle: more users meant more value, which attracted even more users, making these platforms almost indispensable [6].

These services might seem "free," but there's a catch. You're not paying with cash; you're paying with your attention and your personal data [7]. Every click, every search, every "like" generates bits of information about you, which these companies then use to sell highly targeted ads [7]. It's a colossal industry, projected to reach over a trillion dollars by 2034 [7]. This model works great for the companies... until it doesn't for us.

When Things Start to Get "Sticky" (and Not in a Good Way)

Have you ever found yourself endlessly scrolling through a social media feed, losing track of time? That's not accidental. Many platforms are expertly designed to keep you hooked, almost to the point of addiction [9]. Think of it like a casino that wants you to stay at the slot machine [9]. Every notification, every "recommended" video, every "like" triggers a little burst of dopamine – a "feel-good" chemical in your brain – making you want to come back for more [9]. Features like "infinite scroll" remove natural stopping points, making it easy to lose hours without realizing it [9].

And as these companies grow, they need to make even more money. The easiest way? More ads, or making existing ads even more prominent [10]. You see this when your TikTok feed becomes a mix of entertaining videos and commercials, or when your Google search results are topped by sponsored links [10]. Some users report seeing a video ad every four to five organic posts on TikTok, and Google often displays several ads at the top of its search results [10].

Once a company has a near-monopoly – meaning they control most of the market and you have few alternatives – their priorities shift [11]. Instead of trying to attract new users with amazing features, they focus on squeezing more profit from their existing users [11]. This can lead to a worse user experience, less innovation, and even fewer choices for you [11]. It's like a popular restaurant that starts cutting corners on food quality or raising prices once it's the only game in town [11].

The "Enshittification" Effect: When Your Favorite App Goes Sour

This gradual decline in quality, where online platforms prioritize profit over user satisfaction, has a catchy, if crude, name: "enshittification" [12], [13]. It's a term so widely recognized that it was chosen as the American Dialect Society's 2023 Word of the Year [12], [13], [16]!

Think of it like that popular restaurant again [13].

1. Stage 1: Attracting Users [13]. When the restaurant first opened, it offered fantastic food and great service to get you hooked. Similarly, early Facebook was about connecting with friends, and early Amazon offered unbeatable prices and convenience [14]. They gave you amazing value to draw you in.
2. Stage 2: Squeezing the Businesses [13]. Once the restaurant was packed every night, the owners realized they could charge their food suppliers more for prime placement on the menu. In the tech world, once platforms have your attention, they start charging businesses more to reach you. Small creators and sellers find it harder to get seen on social media without paying for ads, and platforms take a bigger cut of their earnings [15].
3. Stage 3: Squeezing the Users [13]. Finally, the restaurant starts cutting corners on ingredients, shrinking portions, or adding hidden fees, knowing you'll still come because it's familiar. Tech platforms do the same to you, the user. You see more ads, content becomes less relevant, features degrade, or things that used to be free now require a subscription [16]. Think of X (formerly Twitter) with less noticeable ad labels, Reddit charging for its API (which shut down many popular third-party apps), or Instagram becoming more about "Reels" and less about photos from your friends [16]. Even language apps like Duolingo have been reported to add "energy" features to push users towards paid subscriptions [16].

You've likely experienced this firsthand: declining quality in search results, social media feeds filled with "suggested" content and ads instead of updates from friends, or streaming services that feel less curated and more like a never-ending buffet of generic options [17].

So, What Can We Do About It? (And Why It Matters)

This isn't just about minor annoyances like a slow app or too many ads. It deeply impacts how we get information, how small businesses connect with customers, and even our mental well-being [19]. Algorithms can create "echo chambers" that reinforce our existing beliefs, making it harder to find trustworthy information or diverse viewpoints [19], [27]. Small businesses struggle to compete with giants who control the digital marketplace and charge high fees [19]. And the constant pressure to engage, combined with exposure to idealized online lives, contributes to anxiety, depression, and feelings of inadequacy [19].

But we're not powerless. Even small steps can have a big impact [20].

• Be Mindful of Your Choices: Consider using smaller, alternative platforms or open-source tools when possible [21]. Open-source software, where the underlying code is publicly available, offers transparency and often better security because a global community constantly inspects it [ref:ref:ref-21]. Think about browsers like Mozilla Firefox, office suites like LibreOffice, or messaging apps like Signal [21].
• Support Independent Creators: Seek out and support independent websites, newsletters, and content creators [22]. Subscribing to an independent journalist's newsletter or buying music directly from an artist helps foster a more diverse and authentic online world, rather than solely feeding the giant platforms [22].
• Understand the "Cost" of Free: Be aware that "free" services aren't really free; you're often the product [23]. Your attention and data are incredibly valuable, fueling a massive advertising industry [23]. Every time you click, search, or share, you're providing details that are then packaged and sold to advertisers [23].

Consumers also have power through collective action [24]. Your wallet is a vote: choosing to support companies that prioritize user experience sends a clear message [24]. Public pressure and even boycotts can significantly impact a company's bottom line, forcing them to listen [24].

The Internet Isn't Broken, It's Just Changing (and You Can Help Shape It)

We've journeyed from the exciting, open early internet to a landscape dominated by tech giants who evolved from being user-focused to primarily profit-focused [26]. They initially offered fantastic, often free, services to build a massive user base, but then shifted to maximizing revenue through targeted advertising and data monetization [26].

But here's the crucial part: while the internet landscape is shifting, users aren't powerless [27]. By understanding these dynamics – how algorithms work, how data is collected, and why platforms change – we can make more informed choices about the tech we use every day [27].

The internet is a powerful tool, and like any tool, its effectiveness and fairness depend on how it's designed and used [28]. It's time to be more critical of the tech we use and to advocate for a more open, user-friendly online world [28]. We can demand that the internet works for us, not just for the bottom line of a few giant corporations [28]. Your choices, collectively, have the power to shape the future of our digital world [27].