This article describes well how advertising and such degrades the quality of the product, but it isn’t really enshittification unless the platform is also turning the screw on its suppliers. This might be the case for services downstream of frontier model providers, but OpenAI and friends aren’t turning the screw on NVidia or utilities.

If anything them trying to do the customer-side enshittification before securing both ends of their market is just a sign that they’re troubled and will likely not ever reach that point.