[FooBarBizBazz]

Doctorow's "enshittification" is close to what management-consultants learn as "brand harvesting" -- the classic example being Schlitz beer, a once-beloved brand (I am told), where MBAs substituted cheap ingredients in order to trade on the name until the name was destroyed. The brand is no longer used.

Possibly there is a difference though, in that "enshittification" implies less intentionality or understanding of the second-order consequences (brand destruction), whereas "brand harvesting" leans into it in the most cynical way possible, implying that the value of a brand is something that one could rationally choose to liquidate.

It seems that it's basically the same thing as the debasement of a currency (like a brand, also a symbolic thing), or the Cantillon Effect, which (like brand harvesting) exploits the fact that information takes time to propagate and people take time to learn and react. There's a window where your adulterated beer still has the respected label, where your newly-printed dollars are not yet in general circulation, or where ad revenue is up and your customers haven't yet bothered to cancel their Netflix subscriptions.