I think it's because it's happening everywhere, even outside of less profitable businesses. I flew United the other week and they played me 4 min of ads blasted through the cabin and on my screen after the safety video, even after I paid for my flight and in my mind, the "United premium". They are a heavily profitable company, making $11 billion Q4 '22, and yet, they consciously decided to make my experience flying United worse for a small profit. To me, that's the difference between "enshittification" and trying to make a viable business.