Enshittification: Difference between revisions
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<blockquote>''"It is a seemingly inevitable consequence arising from the combination of the ease of changing how a platform allocates value, combined with the nature of a "two-sided market," where a platform sits between buyers and sellers, holding each hostage to the other, raking off an ever-larger share of the value that passes between them."'' <ref>{{Cite web |last=Doctorow |first=Cory |date=23 Jan 2023 |title=The ‘Enshittification’ of TikTok |url=https://www.wired.com/story/tiktok-platforms-cory-doctorow/ |url-status=live |access-date=18 Aug 2025 |website=WIRED |archive-url=http://web.archive.org/web/20260120085207/https://www.wired.com/story/tiktok-platforms-cory-doctorow/ |archive-date=20 Jan 2026}}</ref></blockquote>- Cory Doctorow ''Wired,'' 2023 | <blockquote>''"It is a seemingly inevitable consequence arising from the combination of the ease of changing how a platform allocates value, combined with the nature of a "two-sided market," where a platform sits between buyers and sellers, holding each hostage to the other, raking off an ever-larger share of the value that passes between them."'' <ref>{{Cite web |last=Doctorow |first=Cory |date=23 Jan 2023 |title=The ‘Enshittification’ of TikTok |url=https://www.wired.com/story/tiktok-platforms-cory-doctorow/ |url-status=live |access-date=18 Aug 2025 |website=WIRED |archive-url=http://web.archive.org/web/20260120085207/https://www.wired.com/story/tiktok-platforms-cory-doctorow/ |archive-date=20 Jan 2026}}</ref></blockquote>- Cory Doctorow ''Wired,'' 2023 | ||
=== | ===1. Incentivizing mass adoption=== | ||
Companies begin by offering a product or service that provides a high-quality experience or usage for users, while constantly listening to user feedback. Another common practice to attract users is to offer a low or affordable price for most consumers. They basically create something "too good" to be free or low-cost. This leads to a visible, well-known product or service that makes it easy to build communities and user bases. | Companies begin by offering a product or service that provides a high-quality experience or usage for users, while constantly listening to user feedback. Another common practice to attract users is to offer a low or affordable price for most consumers. They basically create something "too good" to be free or low-cost. This leads to a visible, well-known product or service that makes it easy to build communities and user bases. | ||
A documented example of this phase is [[Uber]] aggressively using investor capital to fund massive subsidies, paying to acquire both drivers and passengers.<ref>{{Cite web |title=How Uber Disrupted An Industry With An Explosive Approach |url=https://www.cascade.app/studies/uber-strategy-study#:~:text=Uber%20combined%20that%20initial%20campaign,rider%20sides%20faster%20and%20easier. |archive-url=http://web.archive.org/web/20251112132833/https://www.cascade.app/studies/uber-strategy-study |archive-date=12 Nov 2025}}</ref> It was initially well-received for offering competitive transportation prices, leading to a large user base adopting the platform.<ref>{{Cite web |last=Wolff |first=Micheal |date=22 Dec 2013 |title=Wolff: The tech company of the year is Uber |url=https://eu.usatoday.com/story/money/columnist/wolff/2013/12/22/the-success-of-app-based-car-service-uber/4141669/ |url-status=live |access-date=18 Aug 2025 |website=USA TODAY |archive-url=http://web.archive.org/web/20250414222632/https://eu.usatoday.com/story/money/columnist/wolff/2013/12/22/the-success-of-app-based-car-service-uber/4141669/ |archive-date=14 Apr 2025}}</ref> | A documented example of this phase is [[Uber]] aggressively using investor capital to fund massive subsidies, paying to acquire both drivers and passengers.<ref>{{Cite web |title=How Uber Disrupted An Industry With An Explosive Approach |url=https://www.cascade.app/studies/uber-strategy-study#:~:text=Uber%20combined%20that%20initial%20campaign,rider%20sides%20faster%20and%20easier. |archive-url=http://web.archive.org/web/20251112132833/https://www.cascade.app/studies/uber-strategy-study |archive-date=12 Nov 2025}}</ref> It was initially well-received for offering competitive transportation prices, leading to a large user base adopting the platform.<ref>{{Cite web |last=Wolff |first=Micheal |date=22 Dec 2013 |title=Wolff: The tech company of the year is Uber |url=https://eu.usatoday.com/story/money/columnist/wolff/2013/12/22/the-success-of-app-based-car-service-uber/4141669/ |url-status=live |access-date=18 Aug 2025 |website=USA TODAY |archive-url=http://web.archive.org/web/20250414222632/https://eu.usatoday.com/story/money/columnist/wolff/2013/12/22/the-success-of-app-based-car-service-uber/4141669/ |archive-date=14 Apr 2025}}</ref> | ||
=== | ===2. Catering to business clients=== | ||
Once the communities and user bases are stable, companies begin offering and partnering with business customers, providing strong incentives. These partnerships and this new profit-making focus are responsible for eroding the user experience through tactics such as ads and sponsored content. | Once the communities and user bases are stable, companies begin offering and partnering with business customers, providing strong incentives. These partnerships and this new profit-making focus are responsible for eroding the user experience through tactics such as ads and sponsored content. | ||
A documented example of this phase is seen in the case of [[Reddit]] removing free access to its API near the time of its Initial public offering (IPO).<ref name="TheVergeAnnouncement">{{Cite web |last=Shakir |first=Umar |date=April 18, 2023 |title=Reddit's upcoming API changes will make AI companies pony up |url=https://www.theverge.com/2023/4/18/23688463/reddit-developer-api-terms-change-monetization-ai |url-status=live |archive-url=https://web.archive.org/web/20230614020642/https://www.theverge.com/2023/4/18/23688463/reddit-developer-api-terms-change-monetization-ai |archive-date=June 14, 2023 |access-date=June 17, 2023 |work=[[The Verge]]}}</ref> Then, in 2024, Reddit struck a $60 million deal with [[Google]] to grant access to its user-generated content for AI training data.<ref>{{Cite news |last=Tong |first=Anna |last2=Wang |first2=Echo |last3=Coulter |first3=Martin |last4=Tong |first4=Anna |last5=Wang |first5=Echo |date=2024-02-22 |title=Exclusive: Reddit in AI content licensing deal with Google |url=https://www.reuters.com/technology/reddit-ai-content-licensing-deal-with-google-sources-say-2024-02-22/ |access-date=2025-06-20 |work=Reuters |language=en |archive-url=http://web.archive.org/web/20260112221447/https://www.reuters.com/technology/reddit-ai-content-licensing-deal-with-google-sources-say-2024-02-22/ |archive-date=12 Jan 2026}}</ref> | A documented example of this phase is seen in the case of [[Reddit]] removing free access to its API near the time of its Initial public offering (IPO).<ref name="TheVergeAnnouncement">{{Cite web |last=Shakir |first=Umar |date=April 18, 2023 |title=Reddit's upcoming API changes will make AI companies pony up |url=https://www.theverge.com/2023/4/18/23688463/reddit-developer-api-terms-change-monetization-ai |url-status=live |archive-url=https://web.archive.org/web/20230614020642/https://www.theverge.com/2023/4/18/23688463/reddit-developer-api-terms-change-monetization-ai |archive-date=June 14, 2023 |access-date=June 17, 2023 |work=[[The Verge]]}}</ref> Then, in 2024, Reddit struck a $60 million deal with [[Google]] to grant access to its user-generated content for AI training data.<ref>{{Cite news |last=Tong |first=Anna |last2=Wang |first2=Echo |last3=Coulter |first3=Martin |last4=Tong |first4=Anna |last5=Wang |first5=Echo |date=2024-02-22 |title=Exclusive: Reddit in AI content licensing deal with Google |url=https://www.reuters.com/technology/reddit-ai-content-licensing-deal-with-google-sources-say-2024-02-22/ |access-date=2025-06-20 |work=Reuters |language=en |archive-url=http://web.archive.org/web/20260112221447/https://www.reuters.com/technology/reddit-ai-content-licensing-deal-with-google-sources-say-2024-02-22/ |archive-date=12 Jan 2026}}</ref> | ||
=== | ===3. Quality degradation for shareholders=== | ||
When both users and business partners are locked in, the company shifts its surpluses to the shareholders. It no longer has any incentive to grow or maintain quality for either of its customer bases and relentlessly seeks profit at any rate for the shareholders. Companies at this stage also tend to have such a large market presence that switching barriers naturally (or intentionally) fall into place for those trying to leave for alternatives. | When both users and business partners are locked in, the company shifts its surpluses to the shareholders. It no longer has any incentive to grow or maintain quality for either of its customer bases and relentlessly seeks profit at any rate for the shareholders. Companies at this stage also tend to have such a large market presence that switching barriers naturally (or intentionally) fall into place for those trying to leave for alternatives. | ||
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However, the death of an enshittified platform is not an entirely positive end result. It uproots a long established userbase and can greatly disrupt their activities. There is also the chance that alternative platforms lack of feature parities with the old platform or that it might not even be able to support the massive influx of new users - at least for some amount of time. At worst, data loss could be involved meaning years worth of information - if not archived beforehand - could potentially be lost if a platform shuts down in some capacity. | However, the death of an enshittified platform is not an entirely positive end result. It uproots a long established userbase and can greatly disrupt their activities. There is also the chance that alternative platforms lack of feature parities with the old platform or that it might not even be able to support the massive influx of new users - at least for some amount of time. At worst, data loss could be involved meaning years worth of information - if not archived beforehand - could potentially be lost if a platform shuts down in some capacity. | ||
==Common signs== | |||
==Common | |||
Products and services that are affected by enshittification usually apply these practices (that could be subtle at first) on their product or services: | Products and services that are affected by enshittification usually apply these practices (that could be subtle at first) on their product or services: | ||
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==Examples== | ==Examples== | ||
===E-commerce=== | ===E-commerce=== | ||
{{Hatnote|Main articles: [[Amazon]], [[eBay]]}} | |||
In Doctorow's original post, he discussed the practices of [[Amazon]]. The online retailer initially drew in users with products sold below cost and free shipping. Once its userbase was well established, more sellers began to sell their products through Amazon. Finally, Amazon began to add fees to increase profits. In 2023, over 45% of the sale price of items went to Amazon in the form of various fees. Amazon also allows sellers the ability to push their listing higher in search results via its paid Sponsored Products program. Doctorow described advertisement within Amazon as a payola scheme in which sellers bid against one another for search-ranking preference, and said that the first five pages of a search for "cat beds" were half advertisements | In Doctorow's original post, he discussed the practices of [[Amazon]]. The online retailer initially drew in users with products sold below cost and free shipping. Once its userbase was well established, more sellers began to sell their products through Amazon. Finally, Amazon began to add fees to increase profits. In 2023, over 45% of the sale price of items went to Amazon in the form of various fees. Amazon also allows sellers the ability to push their listing higher in search results via its paid Sponsored Products program. Doctorow described advertisement within Amazon as a payola scheme in which sellers bid against one another for search-ranking preference, and said that the first five pages of a search for "cat beds" were half advertisements | ||
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===Media streaming platforms=== | ===Media streaming platforms=== | ||
{{Hatnote|Main articles: [[Netflix]], [[Prime Video]], [[Disney+]]}} | |||
The enshittification of Netflix is similarly reflected in other competing streaming platforms such as YouTube TV and Amazon Prime Video, where prices have increased despite a decline (or at least no perceivable improvement) in overall service quality. Multiple providers have also downgraded their cheapest paid plans to now come bundled with ads. | The enshittification of Netflix is similarly reflected in other competing streaming platforms such as YouTube TV and Amazon Prime Video, where prices have increased despite a decline (or at least no perceivable improvement) in overall service quality. Multiple providers have also downgraded their cheapest paid plans to now come bundled with ads. | ||
===Search engines=== | ===Search engines=== | ||
{{Hatnote|Main articles: [[Google]], [[Bing]]}} | |||
Google started as an ad-free search engine, but then it started to add sponsored links in the top of the searchs and making them less distinguishable between non-ad links. {{Citation needed}} In 2024, Google started rolling out AI Overview, an AI-generated summary that appears at the top of the search results. Due to the release was rushed and didn't have proper revisions, the AI Overview showed inaccurate and potentially dangerous overviews, such as encouraging eating rocks, suggesting putting glue on top of pizza as a solution to cheese sliding off, encouraging smoking during pregnancy, encouraging suicide and suggesting users to jump off the Golden Gate Bridge.<ref>{{Cite news |last=Goodwin |first=Danny |date=24 May 2024 |title=Google AI Overviews under fire for giving dangerous and wrong answers |url=https://searchengineland.com/google-ai-overview-fails-442575 |url-status=live |archive-url=https://web.archive.org/web/20250623180113/https://searchengineland.com/google-ai-overview-fails-442575 |archive-date=23 Jun 2025 |access-date=21 Jul 2025 |work=Search Engine Land}}</ref> Google has responded to those issues and temporarily disabled the AI overview. While those incidents have been fixed and the AI Overview has been made available again, the AI overview still shows inaccurate results caused by hallucinations, biases and citing non-fiable sources, often citing satire comments as factual sources, or making stuff up. The AI overview has also been criticized for being considered as unwanted or unnecessary, for being environmentally harmful, privacy concerns and for reducing traffic towards genuine sites, encouraging people to rely on the overview instead of visiting sites to obtain the information they're looking for.<ref>{{Cite news |last=Perez |first=Sarah |date=15 Jul 2025 |title=Google Discover adds AI summaries, threatening publishers with further traffic declines |url=https://techcrunch.com/2025/07/15/google-discover-adds-ai-summaries-threatening-publishers-with-further-traffic-declines/ |url-status=live |archive-url=https://web.archive.org/web/20250718124612/https://techcrunch.com/2025/07/15/google-discover-adds-ai-summaries-threatening-publishers-with-further-traffic-declines/ |archive-date=18 Jul 2025 |access-date=21 Jul 2025 |work=TechCrunch}}</ref><ref>{{Cite news |last=Bellan |first=Rebecca |date=10 Jun 2025 |title=Google’s AI search features are killing traffic to publishers |url=https://techcrunch.com/2025/06/10/googles-ai-overviews-are-killing-traffic-for-publishers/ |url-status=live |archive-url=https://web.archive.org/web/20250714040741/https://techcrunch.com/2025/06/10/googles-ai-overviews-are-killing-traffic-for-publishers/ |archive-date=14 Jul 2025 |access-date=21 Jul 2025 |work=TechCrunch}}</ref> | Google started as an ad-free search engine, but then it started to add sponsored links in the top of the searchs and making them less distinguishable between non-ad links. {{Citation needed}} In 2024, Google started rolling out AI Overview, an AI-generated summary that appears at the top of the search results. Due to the release was rushed and didn't have proper revisions, the AI Overview showed inaccurate and potentially dangerous overviews, such as encouraging eating rocks, suggesting putting glue on top of pizza as a solution to cheese sliding off, encouraging smoking during pregnancy, encouraging suicide and suggesting users to jump off the Golden Gate Bridge.<ref>{{Cite news |last=Goodwin |first=Danny |date=24 May 2024 |title=Google AI Overviews under fire for giving dangerous and wrong answers |url=https://searchengineland.com/google-ai-overview-fails-442575 |url-status=live |archive-url=https://web.archive.org/web/20250623180113/https://searchengineland.com/google-ai-overview-fails-442575 |archive-date=23 Jun 2025 |access-date=21 Jul 2025 |work=Search Engine Land}}</ref> Google has responded to those issues and temporarily disabled the AI overview. While those incidents have been fixed and the AI Overview has been made available again, the AI overview still shows inaccurate results caused by hallucinations, biases and citing non-fiable sources, often citing satire comments as factual sources, or making stuff up. The AI overview has also been criticized for being considered as unwanted or unnecessary, for being environmentally harmful, privacy concerns and for reducing traffic towards genuine sites, encouraging people to rely on the overview instead of visiting sites to obtain the information they're looking for.<ref>{{Cite news |last=Perez |first=Sarah |date=15 Jul 2025 |title=Google Discover adds AI summaries, threatening publishers with further traffic declines |url=https://techcrunch.com/2025/07/15/google-discover-adds-ai-summaries-threatening-publishers-with-further-traffic-declines/ |url-status=live |archive-url=https://web.archive.org/web/20250718124612/https://techcrunch.com/2025/07/15/google-discover-adds-ai-summaries-threatening-publishers-with-further-traffic-declines/ |archive-date=18 Jul 2025 |access-date=21 Jul 2025 |work=TechCrunch}}</ref><ref>{{Cite news |last=Bellan |first=Rebecca |date=10 Jun 2025 |title=Google’s AI search features are killing traffic to publishers |url=https://techcrunch.com/2025/06/10/googles-ai-overviews-are-killing-traffic-for-publishers/ |url-status=live |archive-url=https://web.archive.org/web/20250714040741/https://techcrunch.com/2025/06/10/googles-ai-overviews-are-killing-traffic-for-publishers/ |archive-date=14 Jul 2025 |access-date=21 Jul 2025 |work=TechCrunch}}</ref> | ||
===Social media=== | ===Social media=== | ||
Facebook has shifted from a network for personal connection to a platform dominated by advertising and algorithmic manipulation. User data is monetised at the expense of privacy, while the quality of organic content has steadily declined. | ==== Facebook ==== | ||
{{Main|Facebook}} | |||
[[Facebook]] has shifted from a network for personal connection to a platform dominated by advertising and algorithmic manipulation. User data is monetised at the expense of privacy, while the quality of organic content has steadily declined. | |||
==== Instagram ==== | |||
{{Main|Instagram}} | |||
Instagram once centred on creativity and social sharing, Instagram now prioritises sponsored posts, shopping features, and influencer marketing. Users’ ability to control their feeds has been reduced, reflecting the platform’s focus on profit over consumer experience. | |||
===== Reddit ===== | |||
{{Main|Reddit}} | |||
Reddit’s 2023 API changes exemplify enshitification, undermining community tools and third-party apps in favour of advertising revenue. This has eroded user autonomy and restricted consumer choice. | |||
==== Twitter/X ==== | |||
{{Main|X Corp}} | |||
Following its acquisition and rebrand, Twitter/X introduced [[Pay-walling|paywalls]] for basic features, weakened its moderation and increased sponsored content. The result has ended into a degraded service and a diminished consumer experience. | |||
==== TikTok ==== | |||
{{Main|TikTok}} | |||
TikTok’s powerful recommendation algorithm drives engagement but also funnels users into repetitive content while saturating feeds with advertising. Concerns over data exploitation further highlight the imbalance between corporate gain and consumer rights. | |||
==== YouTube ==== | |||
{{Main|YouTube}} | |||
YouTube has expanded ad loads and aggressively promoted subscriptions, while algorithmic changes often disadvantage independent creators. Consumers face reduced choice and increased intrusion, hallmarks of enshitification. | |||
==== Discord ==== | |||
{{Main|Discord}} | |||
Discord's primary selling point is that it is the most-used method of online communication, especially for communities.{{Citation needed}} Because of this dominance, it has caused barriers for users intending to switch to alternative platforms such as Stoat or Matrix, as a lack of common users between platforms makes it difficult for more users to transfer over.{{Citation needed}} This fact has been abused by Discord with its infrastructure showing signs of decay,{{Citation needed}} the introduction of advertisements in the format of "quests",{{Citation needed}} and the degradation of free perks.{{Citation needed}} | |||
===Software=== | |||
==== Adobe ==== | |||
{{Main|Adobe}} | |||
'''Users losing their perpetual licenses''': Starting in 2013 with Creative Cloud, Adobe eliminated the option to purchase perpetual licenses for core products like Photoshop, Illustrator, and Premiere. Users must now maintain an ongoing subscription to access the software at all. Cancelling payments disables applications regardless of prior investment, dramatically increasing long-term costs and removing user ownership in favor of recurring subscriptions. | |||
'''Loss of files on deactivated products''': Many Adobe file formats (PSD, AI, INDD, AE project files) are proprietary and poorly supported by third-party software. When a subscription ends, users become unable to open, export, or meaningfully edit their own historical work, effectively creating [[data lock-in]] for user-created content to enforce continued payment. | |||
'''[[ | '''Mandatory Creative Cloud account:''' Through the application of [[Digital rights management|DRM]] for offline tools, software that normally runs locally requires frequent online authentication through the Creative Cloud desktop app. Forced sign-ins, background services, and periodic license checks can disable software unexpectedly, undermining reliability and making professional tools dependent on Adobe’s servers. | ||
'''Dark patterns in subscription cancellation:''' Adobe’s subscription plans use confusing billing structures (such as “annual plans billed monthly”) that impose early termination fees. Cancellation flows are [[Dark pattern|deliberately complex]], with obscured options and repeated retention prompts, resulting in users paying longer than intended or being penalized for leaving. | |||
''' | ==== Microsoft Windows ==== | ||
{{Main|Microsoft Windows 11}} | |||
'''Forced Microsoft account sign-in:''' Beginning with Windows 10 and further enforced in Windows 11, Microsoft increasingly requires users to sign in with a Microsoft account during setup. This restricts offline use, obscures the option to create a local account, and facilitates expanded telemetry collection and ecosystem lock-in. | |||
'''Baked-in advertising:''' Despite being a commercial software, Windows includes advertisements and promotional content in the Start Menu, lock screen, system notifications, and settings panels, used to promote Microsoft 365, OneDrive, Edge, and other services and other proprietary software. Even when users disable these features, they are frequently re-enabled after major updates. | |||
'''Dark patterns in first-party applications''': Microsoft applications repeatedly nudge users toward Microsoft-preferred choices. Edge persistently prompts users to become the default browser and displays warnings when switching away. OneDrive frames cloud uploads as “protecting your files,” obscuring the fact that local folders are being redirected to Microsoft’s servers. Subscription prompts often lack a clear “Never ask again” option, offering only choices such as “Try for free” or “Maybe later” as in Microsoft365. Windows U.S. | |||
''' | |||
'''Baked-in telemetry:''' Telemetry and diagnostic data collection are enabled by default, particularly in non-Enterprise editions, with only limited controls available to disable or reduce them. Most data collection is vaguely documented, undermining informed consent. | |||
''' | '''Loss of user control over updates''': Windows updates cannot be permanently disabled through standard settings. Users can only defer updates for a limited period (up to four weeks), after which downloads and installations are often forced, sometimes causing unexpected restarts or re-enabling previously disabled features without user consent. | ||
'''Degraded local search in favor of web search:''' The start menu and file search experience has progressively gotten worse, blending local results with Bing web searches. This often prioritizes online content and advertisements over fast, predictable local file and application discovery, reducing usability in order to promote Microsoft’s search and advertising ecosystem. | |||
The start menu and file search experience has progressively gotten worse, blending local results with Bing web searches. This often prioritizes online content and advertisements over fast, predictable local file and application discovery, reducing usability in order to promote Microsoft’s search and advertising ecosystem. | |||
===Video Games=== | === Video Games === | ||
==== Unity ==== | |||
{{Main|Unity}} | |||
Unity Software Inc. implemented sweeping changes to its pricing model for Unity that would affect all users of the engine, forcing users to either adopt their per-download fee or de-list their games. | Unity Software Inc. implemented sweeping changes to its pricing model for Unity that would affect all users of the engine, forcing users to either adopt their per-download fee or de-list their games. | ||
==== Mobile Games ==== | |||
{{Hatnote|Main articles: [[Apple App Store]], [[Google Play Store]]}} | |||
A lot of mobile games have fell into enshittified experiences. [[Free to Play]] business model took off with users being bombarded with ads, [[Microtransactions|micro-transactions]], [[Battle passes|battle-passes]], energy-systems and more, to extract as much money out of the player's pocket, while making the experience less fun. The video game Angry-Birds is a good example of this. What started as a very simple game now has all of the aforementioned tactics baked into it, rendering the playing experience tedious and unpleasant. | |||
=== | ==Possible solutions== | ||
===Legislations and movements=== | |||
{{Hatnote|Main articles: [[GDPR]], [[Free software movement]]}} | |||
===Right of exit=== | |||
{{see also|Click-to-cancel|Interoperability}} | |||
{{ | The right of exit, or Data portability, is the right of a user to leave a platform without losing the data stored on it, and instead being able to export it and access it in various applications of the user's liking.<ref>{{Cite web |title=DataPortability Project |url=http://www.dataportability.org/ |url-status=unfit |archive-url=https://web.archive.org/web/20090723171111/http://www.dataportability.org/ |archive-date=23 Jul 2009 |access-date=18 Aug 2025 |website=DataPortability}}</ref> | ||
==Further reading== | ==Further reading== | ||
*https://pluralistic.net/2024/01/30/go-nuts-meine-kerle/#ich-bin-ein-bratapfel | *https://pluralistic.net/2024/01/30/go-nuts-meine-kerle/#ich-bin-ein-bratapfel | ||
*https://www.darkpattern.games/ | |||
==External links== | ==External links== | ||