Our Partners

From 'Customer Obsession' to 'Customer Extraction'

When Amazon came to us, they were leaving money on the table by actually helping customers find products. We helped them realize that the real product was the customer themselves. Now sellers pay 45-51 cents of every dollar just for the privilege of being buried under ads and Amazon's own knockoff products.

Connecting People to Advertisements

Facebook was wasting user attention on content from friends and family. We helped them pivot to a model where you see what advertisers pay for, while publishers who built their audience on the platform watch their reach crater to 2% unless they pay up.

Don't Be Evil (Terms and Conditions Apply)

Google's search was too good. Users found what they needed in one click and left. We helped them understand that the real search result is the ads you scroll past looking for the actual answer.

Free Speech* (*$8/month)

Twitter had built a platform people actually used for free. We showed the new owner how to extract maximum value by charging for basic features, amplifying paid users regardless of quality, and calling it 'free speech.'

Your Attention is Our Product

TikTok was accidentally making creators successful. We helped them understand that creator success should be manually allocated and revoked at will, keeping everyone desperate and dependent.

Netflix and Bill

Netflix was losing money by letting families share accounts like normal humans. We helped them realize that every household is a separate revenue extraction unit, and that ads can be inserted even into paid tiers.

Your Ride, Our Price

Uber was subsidizing rides to destroy the taxi industry. Once that was done, we helped them understand it was time to extract from both sides: charge riders more, pay drivers less, and blame the algorithm.

Creativity Requires a Subscription

Adobe let people buy software once and own it forever. We helped them transition to a model where creatives pay forever and can never leave because all their files are trapped in proprietary formats.

The Front Page of Monetization

Reddit was powered by free labor from millions of moderators and users who created all the content. We helped them realize this community-generated value could be extracted by killing third-party apps and selling the data to AI companies.

Per Install, We Profit

Unity had a sustainable business model charging developers upfront. We helped them pivot to a per-install fee that would charge developers for every download, including reinstalls, pirated copies, and charity bundles.

Subscribe to Your Own Car

Tesla was selling cars with all the hardware included. We helped them realize that hardware is just a platform for software subscriptions. Why sell heated seats once when you can rent them monthly forever?

Cancellation is Not an Option

SiriusXM noticed customers wanted to cancel. We helped them design a cancellation process so frustrating that many just give up and keep paying. For those who escape, we beam ads directly to their car's infotainment system anyway.

Performance. Luxury. Subscriptions.

Mercedes was selling cars that performed at their full capability. We helped them realize that performance is a software toggle, and toggling it on should cost $1,200 per year. You already bought the hardware? That's your problem.

The Only Game in Town (By Design)

Ticketmaster came to us with a simple problem: they only controlled 70% of the live event market. We helped them understand that monopoly power isn't just about market share—it's about making the extraction so normalized that customers blame artists instead of the platform.

We Don't Buy Companies. We Monetize Them.

Broadcom doesn't buy software companies to grow them. Broadcom buys software companies to stop growing them. The playbook refined at CA Technologies (2018) and Symantec Enterprise (2019) — cut engineering, concentrate on the 600 largest accounts, walk price up until the smaller customers leave, then walk it up again on the ones who can't — reached its mature form with the $61B VMware acquisition in November 2023. When 'Broadcom is buying your vendor' is the phrase your CIO fears most, that's product-market fit.

Your Garage, Our Rules

Chamberlain sold millions of 'smart' garage door openers. Then they realized: why let customers control their own garage doors for free when you can charge them? They blocked all third-party integrations and told Home Assistant to pay up or get out.

Stream Now, Artists Get Paid Never

Spotify disrupted the music industry by making music nearly free for consumers. We helped them realize the next step: make it nearly free for artists too, while charging labels for 'Discovery Mode' placement. The platform extracts from both sides now.

Free* (*Not Free)

TurboTax ran ads screaming 'FREE! FREE! FREE!' for years. Turns out 'free' meant 'free for maybe 33% of you, and we'll dark-pattern the rest into paid tiers.' The FTC was not amused.

Bricking Speakers, Building Character

Sonos had perfectly working speakers and a functional app. Then they decided to 'improve' it. The May 2024 app redesign became a masterclass in how to destroy $500M in market value while your CEO insists everything is fine.

Ink Costs More Than Champagne

HP realized they were leaving money on the table by letting customers use affordable third-party ink. Solution: firmware updates that brick your printer if you dare use non-HP cartridges. Then: make you subscribe to your own printer.

Cutting Costs, Cutting Corners

Boeing pioneered a revolutionary approach: what if we extracted value not just from customers, but from the manufacturing process itself? Spin off your own factories to private equity, buy the parts back at a markup, and let the suppliers absorb the liability when the planes stop staying in one piece. Twenty years later Boeing quietly reabsorbed Spirit AeroSystems for $4.7B — the rarest corporate achievement: admitting the enshittification went too far while still running -8% operating margins.

Every Fee Welcome (Especially the Hidden Ones)

DoorDash promised to empower local restaurants and give drivers flexibility. What they built is a three-sided extraction engine: restaurants pay hidden commissions, drivers' tips get routed into base pay they were already promised, and customers pay menu markups they can't see. The food is just the delivery vehicle for the fees.

The Judgement-Free Zone (Cancellation Requests Judged Separately)

Planet Fitness spent 26 years training Americans that $10 per month was a covenant. When that covenant became load-bearing marketing, we helped them unlock it — a 50% classic-tier hike in 2024, a Black Card bump scheduled for post-2026 peak season, and a cancellation flow that still requires a physical letter mailed to your home club. The Judgement-Free Zone doesn't judge your body. It judges your ability to leave.

A Safe Space to Share (With Meta, Snap, Pinterest, and Criteo)

BetterHelp promised a safe space to share. We helped them clarify the sharing scope. Between 2017 and 2020 they piped email addresses, IP addresses, and intake-questionnaire answers from 7 million people in mental health crisis to Meta, Snap, Pinterest, and Criteo for ad targeting — then used those same people's Facebook friends as the next acquisition cohort. The therapy was the lead-gen funnel; the patient was the lead.

Can't Break In (Can't Break Out)

Oracle is EnshitifAi's founding client and the reason this practice exists. In 1977, Larry Ellison and team proved that enterprise software is not a product you deliver but a perimeter you enforce — licensed by the core, audited by the clause, renewed under duress. Every other partner on this site is running a Japanese bootleg of moves Oracle was making before they had incorporation papers. When we say we have 49 years of extraction experience, we mean: Oracle has been our client for 49 years.

Empowering Every Person and Organization on the Planet to Subscribe More

Microsoft is the industry's most durable extraction engine because it learned to enshittify before the rest of the market had a word for it — the 1998 Halloween Documents formalized 'embrace, extend, extinguish'; Ballmer got on record calling Linux 'a cancer' in June 2001; the Bush DOJ settled the antitrust case that November without a breakup. Everything from Office 365 (2011) to the 2024 Copilot force-bundle to the February 2026 Enterprise Agreement tier collapse is refinement on fundamentals Microsoft established before broadband reached 30% of US households. The empowerment mission was never a lie — Microsoft empowers every person on the planet to subscribe more.