Retirement rates are up and new workers in the work force are down. (Look at a demographic pyramid for more details)
Instead of “saving for retirement” by giving money to investors to invest in growth opportunities, now retirees are taking money out of the system to live on. Suddenly the pressure Is no longer on growth for companies, it’s on generating revenue that can be passed on to share holders, ether by stock buy backs or dividends. And there are not nearly enough new young workers coming to the work force and putting away savings in investments to make up the difference.
Capital is getting rarer now, if companies want it, they need to prove they can generate revenue, no more blitz scaling, no more “we’ll figure out how to monetize later”. Suddenly the free services need to make money, enshittification is the inevitable result.