Enshittification has been happening since the early 2010s. It's just finally bad enough that even average people are starting to take notice. Earliest instance I can think of is when Facebook switched to an algo feed and went for endless scrolling rather than friend's feeds and pages. Anything that prioritizes keeping the user on the page longer, rather than quickly delivering information to them. I believe this is about the point silicon valley went from making computer software to making "services" that are designed to extract value from their users.