Instagram is generating headlines for users’ Instagram posts without their knowledge, seemingly in an attempt to get those posts to rank higher in Google Search results. 

I first noticed Instagram-generated headlines thanks to a Bluesky post from the author Jeff VanderMeer. Last week, VanderMeer posted a video to Instagram of a bunny eating a banana. VanderMeer didn’t include a caption or comment with the post, but noticed that it appeared in Google Search results with the following headline: “Meet the Bunny Who Loves Eating Bananas, A Nutritious Snack For Your Pet.”

Jeff VanderMeer (@jeffvandermeer.bsky.social)

This post requires authentication to view.

Bluesky Social

Another Instagram post from the Groton Public Library in Massachusetts—an image of VanderMeer’s Annihilation book cover promoting a group reading—also didn’t include a caption or comment, but appears on Google Search results with the following headline “Join Jeff VanderMeer on a Thrilling Beachside Adventure with Mesta …”

Jeff VanderMeer (@jeffvandermeer.bsky.social)

This post requires authentication to view.

Bluesky Social

I’ve confirmed that Instagram is generating headlines in a similar style for other users without their knowledge. One cosplayer who wished to remain anonymous posted a video of herself showing off costumes in various locations. The same post appeared on Google with a headline about discovering real-life locations to do cosplaying in Seattle. This Instagram mentioned the city in a hashtag but did not write anything resembling that headline. 

Google told me that it is not generating the headlines, and that it’s pulling the text directly from Instagram. Meta acknowledged my request for comment but did not respond in time for publication. I’ll update this story if I hear back.

“I hate it,” VanderMeer told me in an email. “If I post content, I want to be the one contextualizing it, not some third party. It's especially bad because they're using the most click-bait style of headline generation, which is antithetical to how I try to be on social—which is absolutely NOT calculated, but organic, humorous, and sincere. Then you add in that this is likely an automated AI process, which means unintentionally contributing to theft and a junk industry, and that the headlines are often inaccurate and the summary descriptions below the headline even worse... basically, your post through search results becomes shitty spam.”

“I would not write mediocre text like that and it sounds as if it was auto-generated at-scale with an LLM. This becomes problematic when the headline or description advertises someone in a way that is not how they would personally describe themselves,” Brian Dang, another cosplayer who goes by @mrdangphotos and noticed Instagram generated headlines for his posts, told me. We don’t know how exactly Instagram is generating these headlines. 

By using Google's Rich Result Test tool, which shows what Google sees for any site, I saw that these headlines appeared under the <title></title> tags for those post’s Instagram pages.

“It appears that Instagram is only serving that title to Google (and perhaps other search bots),” Jon Henshaw, a search engine optimization (SEO) expert and editor of Coywolf, told me in an email. “I couldn't find any reference to it in the pre-rendered or rendered HTML in Chrome Dev Tools as a regular visitor on my home network. It does appear like Instagram is generating titles and doing it explicitly for search engines.”

When I looked at the code for these pages, I saw that Instagram was also generating long descriptions for posts without the user’s knowledge, like: “Seattle’s cosplay photography is a treasure trove of inspiration for fans of the genre. Check out these real-life cosplay locations and photos taken by @mrdangphotos. From costumes to locations, get the scoop on how to recreate these looks and capture your own cosplay moments in Seattle.”

Neither the generated headlines or the descriptions are the alternative text (alt text) that Instagram automatically generates for accessibility reasons. To create alt text, Instagram uses computer vision and artificial intelligence to automatically create a description of the image that people who are blind or have low-vision can access with a screen reader. Sometimes the alt text Instagram generates appears under the headline in Google Search results. At other times, generated description copy that is not the alt text appears in the same place. We don’t know how exactly Instagram is creating these headlines, but it could use similar technology. 

“The larger implications are terrible—search results could show inaccurate results that are reputationally damaging or promulgating a falsehood that actively harms someone who doesn't drill down,” VanderMeer said. “And we all know we live in a world where often people are just reading the headline and first couple of paragraphs of an article, so it's possible something could go viral based on a factual misunderstanding.”

Secretary of War Pete Hegseth announced the rollout of GenAI.mil today in a video posted to X. To hear Hegseth tell it, the website is “the future of American warfare.” In practice, based on what we know so far from press releases and Hegseth’s posturing, GenAI.mil appears to be a custom chatbot interface for Google Gemini that can handle some forms of sensitive—but not classified—data. 

Hegseth’s announcement was full of bold pronouncements about the future of killing people. These kinds of pronouncements are typical of the second Trump administration which has said it believes the rush to “win” AI is an existential threat on par with the invention of nuclear weapons during World War II.

Hegseth, however, did not talk about weapons in his announcement. He talked about spreadsheets and videos. “At the click of a button, AI models on GenAI can be used to conduct deep research, format documents, and even analyze video or imagery at unprecedented speed,” Hegseth said in the video on X. Office work, basically. “We will continue to aggressively field the world’s best technology to make our fighting force more lethal than ever before.” 

Emil Michael, the Pentagon’s under secretary for research and engineering, also stressed how important GenAI would be to the process of killing people in a press release about the site’s launch.

“There is no prize for second place in the global race for AI dominance. We are moving rapidly to deploy powerful AI capabilities like Gemini for Government directly to our workforce. AI is America's next Manifest Destiny, and we're ensuring that we dominate this new frontier,” Michael said in the press release, referencing the 19th century American belief that God had divinely ordained Americans to settle the west at the same time he announced a new chatbot.

The press release says Google Cloud's Gemini for Government will be the first instance available on the internal platform. It’s certified for Controlled Unclassified Information, the release states, and claims that because it’s web grounded with Google Search–meaning it’ll pull from Google search results to answer queries–that makes it “reliable” and “dramatically reduces the risk of AI hallucinations.” As we’ve covered, because Google search results are also consuming AI content that contains errors and AI-invented data from across the web, it’s become nearly unusable for regular consumers and researchers alike. 

During a press conference about the rollout this morning, Michael told reporters that GenAI.mil would soon incorporate other AI models and would one day be able to handle classified as well as sensitive data. As of this writing, GenAI’s website is down.

“For the first time ever, by the end of this week, three million employees, warfighters, contractors, are going to have AI on their desktop, every single one,” Michael told reporters this morning, according to Breaking Defense. They’ll “start with three million people, start innovating, using building, asking more about what they can do, then bring those to the higher classification level, bringing in different capabilities,” he said.

The second Trump administration has done everything in its power to make it easier for the people in Silicon Valley to push AI on America and the world. It has done this, in part, by framing it as a national security issue. Trump has signed several executive orders aimed at cutting regulations around data centers and the construction of nuclear power plants. He’s threatened to sign another that would block states from passing their own AI regulations. Each executive order and piece of proposed legislation threatens that losing the AI race would mean making America weak and vulnerable and erode national security.

The country’s tech moguls are rushing to build datacenters and nuclear power plants while the boom time continues. Nevermind that people do not want to live next to datacenters for a whole host of reasons. Nevermind that tech companies are using faulty AIs to speed up the construction of nuclear power plants. Nevermind that the Pentagon already had a proprietary LLM it had operated since 2024.

“We are pushing all of our chips in on artificial intelligence as a fighting force. The Department is tapping into America's commercial genius, and we're embedding generative AI into our daily battle rhythm,’ Hegseth said in the press release about GenAI.mil. "AI tools present boundless opportunities to increase efficiency, and we are thrilled to witness AI's future positive impact across the War Department."

Today's links

• Big Tech joins the race to build the world's heaviest airplane: Die as Microsoft, or live to become the IBM you overthrew.
• Hey look at this: Delights to delectate.
• Object permanence: Bean-sprouting keyboard; Ink rant; FBI wanted to deport John Lennon; "Concrete Park"; Plutocratic lane-changes.
• Upcoming appearances: Where to find me.
• Recent appearances: Where I've been.
• Latest books: You keep readin' em, I'll keep writin' 'em.
• Upcoming books: Like I said, I'll keep writin' 'em.
• Colophon: All the rest.

Big Tech joins the race to build the world's heaviest airplane (permalink)

I have a weird fascination with early-stage Bill Gates, after his mother convinced a pal of hers – chairman of IBM's board of directors – to give her son the contract to provide the operating system for the new IBM PC. Gates and his pal Paul Allen tricked another programmer into selling them the rights to DOS, which they sold to IBM, setting Microsoft on the path to be one of the most profitable businesses in human history.

IBM could have made its own OS, of course. They were just afraid to, because they'd just narrowly squeaked out of a 12-year antitrust war with the Department of Justice (evocatively memorialized as "Antitrust's Vietnam"):

https://pluralistic.net/2022/10/02/the-true-genius-of-tech-leaders/

The US government traumatized IBM so badly that they turned over their crown jewels to these two prep-school kids, who scammed a pal out of his operating system for $50k and made billions from it. Despite owing his business to IBM (or perhaps because of this fact), Gates routinely mocked IBM as a lumbering dinosaur that was headed for history's scrapheap. He was particularly scornful of IBM's software development methodology, which, to be fair, was pretty terrible: IBM paid programmers by the line of code. Gates called this "the race to build the world's heaviest airplane."

After all, judging software by lines of code is a terrible idea. To the extent that "number of lines of code" has any correlation with software quality, reliability or performance, it has a negative correlation. While it's certainly possible to write software with too few lines of code (e.g. when instructions are stacked on a single line, obfuscating its functionality and making it hard to maintain), it's far more common for programmers to use too many steps to solve a problem. The ideal software is just right: verbose enough to be legible to future maintainers, streamlined enough to omit redundancies.

This is broadly true of many products, and not just airplanes. Office memos should be long enough to be clear, but no longer. Home insulation should be sufficient to maintain the internal temperature, but no more.

Ironically, enterprise tech companies' bread and butter is selling exactly this kind of qualitative measurements for bosses who want an easy, numeric way to decide which of their workers to fire, and leading the pack is Microsoft, whose flagship Office365 lets bosses assess their workers' performance on meaningless metrics like how many words they type, ranking each worker against other workers within the division, with rival divisions and within rival firms. Yes, Microsoft actually boasts to companies about the fact that if you use their products, they will gather sensitive data about how your workers perform individually and as a team, and share that information with your competitors!

https://pluralistic.net/2020/11/25/the-peoples-amazon/#clippys-revenge

But while tech companies employed programmers to develop this kind of bossware to be used on other companies' employees, they were loathe to apply them to their own workers. For one thing, it's just a very stupid way to manage a workforce, as Bill Gates himself would be the first to tell you (candidly, provided he wasn't trying to sell you an enterprise Office 365 license). For another, tech workers wouldn't stand for it. After all, these were the "princes of labor," each adding a million dollars or more to their boss's bottom line, and in such scarce supply that a coder could quit a job after the morning scrum and have a new one by the pre-dinner pickleball break:

https://pluralistic.net/2025/04/27/some-animals/#are-more-equal-than-others

Tech workers mistook the fear this dynamic instilled in their bosses for respect. They thought the reason their bosses gave them free massage therapists and kombucha on tap and a gourmet cafeteria was that their bosses liked them. After all, these bosses were all techies. A coder wasn't a worker, they were a temporarily embarrassed founder. That's why Zuck and Sergey tuned into those engineering town hall meetings and tolerated being pelted with impertinent questions about the company's technology and business strategy.

Actually, tech bosses didn't like tech workers. They didn't see them as peers. They saw them as workers. Problem workers, at that. Problems to be solved.

And wouldn't you know it, supply caught up with demand and tech companies instituted a program of mass layoffs. When Google laid off 12,000 workers (just before a $80b stock buyback that would have paid their wages for 27 years), they calmed investors by claiming that they weren't doing this because business was bad – they were just correcting some pandemic-era overhiring. But Google didn't just fire junior programmers – they targeted some of their most senior (and thus mouthiest and highest-paid) techies for the chop.

Today, Sergey and Zuck no longer attend engineering meetings ("Not a good use of my time" -M. Zuckerberg). Tech workers are getting laid off at the rate of naughts. And none of these bastards can shut up about how many programmers they plan on replacing with AI:

https://pluralistic.net/2025/08/05/ex-princes-of-labor/#hyper-criti-hype

And wouldn't you know it, the shitty monitoring and ranking technology that programmers made to be used on other workers is finally being used on them:

https://jonready.com/blog/posts/everyone-in-seattle-hates-ai.html

Naturally, the excuse is monitoring AI usage. Microsoft – along with all the other AI-peddling tech companies – keep claiming that their workers adore using AI to write software, but somehow, also have to monitor workers so they can figure out which ones to fire because they're not using AI enough:

https://www.itpro.com/software/development/microsoft-claims-ai-is-augmenting-developers-rather-than-replacing-them

This is the "shitty technology adoption curve" in action. When you have a terrible, destructive technology, you can't just deploy it on privileged people who get taken seriously in policy circles. You start with people at the bottom of the privilege gradient: prisoners, mental patients, asylum-seekers. Then, you work your way up the curve – kids, gig workers, blue collar workers, pink collar workers. Eventually, it comes for all of us:

https://pluralistic.net/2021/02/24/gwb-rumsfeld-monsters/#bossware

As Ed Zitron writes, tech hasn't had a big, successful product (on the scale of, say, the browser or the smartphone) in more than a decade. Tech companies have seemingly run out of new trillion-dollar industries to spawn. Tech bosses are pulling out all the stops to make their companies seem as dynamic and profitable as they were in tech's heyday.

Firing workers and blaming it on AI lets tech bosses transform a story that would freak out investors ("Our business is flagging and we had to fire a bunch of valuable techies") into one that will shake loose fresh billions in capital ("Our AI product is so powerful it let us fire a zillion workers!").

And for tech bosses, mass layoffs offer another, critical advantage: pauperizing those princes of labor, so that they can shed their company gyms and luxury commuter busses, cut wages and benefits, and generally reset the working expectations of the tech workers who sit behind a keyboard to match the expectations of tech workers who assemble iPhones, drive delivery vans, and pack boxes in warehouses.

For tech workers who currently don't have a pee bottle or a suicide net at their job-site, it's long past time to get over this founder-in-waiting bullshit and get organized. Recognize that you're a worker, and that workers' only real source of power isn't ephemeral scarcity, it's durable solidarity:

https://techworkerscoalition.org/

(Image: Cryteria, CC BY 3.0, modified)

Hey look at this (permalink)

• Your Data Might Determine How Much You Pay for Eggs https://www.wired.com/story/algorithmic-pricing-eggs-ny-law/

• Judge hints Vizio TV buyers may have rights to source code licensed under GPL https://www.theregister.com/2025/12/05/vizio_gpl_source_code_ruling/

• Chamberlain blocks smart home integrations with its garage door openers — again https://www.theverge.com/tech/839294/chamberlain-myq-garage-door-opener-update-blocks-aftermarket-controllers

• Smart Garage Door Opener https://3reality.com/product/smartgarage-door-opener/

• The Best Books in eBooks and Audiobooks of 2025 https://www.kobo.com/us/en/p/best-books-of-2025

Object permanence (permalink)

#20yrsago WaWa Digital Cameras threatens to break customer’s neck https://thomashawk.com/2005/12/abusive-new-york-camera-store.html

#20yrsago Keyboard used as bean-sprouting medium https://web.archive.org/web/20051205011830/http://www.nada.kth.se/~hjorth/krasse/english.html

#15yrsago Judge to copyright troll: get lost https://torrentfreak.com/acslaw-take-alleged-file-sharers-to-court-but-fail-on-a-grand-scale-101209/

#15yrsago Ink cartridge rant https://web.archive.org/web/20101211080931/http://www.inkcartridges.uk.com/Remanufactured-HP-300-CC640EE-Black.html

#15yrsago 1.1 billion US$100 notes out of circulation due to printing error https://www.cnbc.com/2010/12/07/the-fed-has-a-110-billion-problem-with-new-benjamins.html

#15yrsago EFF wants Righthaven to pay for its own ass-kicking https://web.archive.org/web/20101211011932/https://www.wired.com/threatlevel/2010/12/payup-troll/

#15yrsago danah boyd explains email sabbaticals https://www.zephoria.org/thoughts/archives/2010/12/08/i-am-offline-on-email-sabbatical-from-december-9-january-12.html

#15yrsago TSA subjects India’s US ambassador to public grope because of her sari https://web.archive.org/web/20101211113821/http://travel.usatoday.com/flights/post/2010/12/india-diplomat-gets-humiliating-pat-down-at-mississippi-airport-/134197/5?csp=outbrain&amp;csp=obnetwork

#15yrsago California’s safety codes are now open source! https://code.google.com/archive/p/title24/

#10yrsago When the INS tried to deport John Lennon, the FBI pitched in to help https://www.muckrock.com/news/archives/2015/dec/08/john-lennons-fbi-file-1/

#10yrsago The Big List of What’s Wrong with the TPP https://www.eff.org/deeplinks/2015/12/how-tpp-will-affect-you-and-your-digital-rights

#10yrsago Concrete Park: apocalyptic, afrofuturistic graphic novel of greatness https://memex.craphound.com/2015/12/08/concrete-park-apocalyptic-afrofuturistic-graphic-novel-of-greatness/

#10yrsago Denmark’s top anti-piracy law firm pocketed $25m from rightsholders, then went bankrupt https://torrentfreak.com/anti-piracy-lawyer-milked-copyright-holders-for-millions-151208/

#5yrsago Uber pays to get rid of its self-driving cars https://pluralistic.net/2020/12/08/required-reading/#goober

#5yrsago All the books I reviewed in 2020 https://pluralistic.net/2020/12/08/required-reading/#recommended-reading

#5yrsago Ford patents plutocratic lane-changes https://pluralistic.net/2020/12/08/required-reading/#walkaway

Upcoming appearances (permalink)

• Hamburg: Chaos Communications Congress, Dec 27-30
  https://events.ccc.de/congress/2025/infos/index.html

• Denver: Enshittification at Tattered Cover Colfax, Jan 22
  https://www.eventbrite.com/e/cory-doctorow-live-at-tattered-cover-colfax-tickets-1976644174937

• Colorado Springs: Guest of Honor at COSine, Jan 23-25
  https://www.firstfridayfandom.org/cosine/

Recent appearances (permalink)

• Enshittification with Four Ways to Change the World (Channel 4)
  https://www.youtube.com/watch?v=tZQaEeuuI3Q

• The Plan is to Make the Internet Worse. Forever. (Novarra Media)
  https://www.youtube.com/watch?v=7wE8G-d7SnY

• Enshittification (Future Knowledge)
  https://futureknowledge.transistor.fm/episodes/enshittification

• We have become slaves to Silicon Valley (Politics JOE)
  https://www.youtube.com/watch?v=JzEUvh1r5-w

• How Enshittification is Destroying The Internet (Frontline Club)
  https://www.youtube.com/watch?v=oovsyzB9L-s

Latest books (permalink)

• "Canny Valley": A limited edition collection of the collages I create for Pluralistic, self-published, September 2025

• "Enshittification: Why Everything Suddenly Got Worse and What to Do About It," Farrar, Straus, Giroux, October 7 2025
  https://us.macmillan.com/books/9780374619329/enshittification/

• "Picks and Shovels": a sequel to "Red Team Blues," about the heroic era of the PC, Tor Books (US), Head of Zeus (UK), February 2025 (https://us.macmillan.com/books/9781250865908/picksandshovels).

• "The Bezzle": a sequel to "Red Team Blues," about prison-tech and other grifts, Tor Books (US), Head of Zeus (UK), February 2024 (the-bezzle.org).

• "The Lost Cause:" a solarpunk novel of hope in the climate emergency, Tor Books (US), Head of Zeus (UK), November 2023 (http://lost-cause.org).

• "The Internet Con": A nonfiction book about interoperability and Big Tech (Verso) September 2023 (http://seizethemeansofcomputation.org). Signed copies at Book Soup (https://www.booksoup.com/book/9781804291245).

• "Red Team Blues": "A grabby, compulsive thriller that will leave you knowing more about how the world works than you did before." Tor Books http://redteamblues.com.

• "Chokepoint Capitalism: How to Beat Big Tech, Tame Big Content, and Get Artists Paid, with Rebecca Giblin", on how to unrig the markets for creative labor, Beacon Press/Scribe 2022 https://chokepointcapitalism.com

Upcoming books (permalink)

• "Unauthorized Bread": a middle-grades graphic novel adapted from my novella about refugees, toasters and DRM, FirstSecond, 2026

• "Enshittification, Why Everything Suddenly Got Worse and What to Do About It" (the graphic novel), Firstsecond, 2026

• "The Memex Method," Farrar, Straus, Giroux, 2026

• "The Reverse-Centaur's Guide to AI," a short book about being a better AI critic, Farrar, Straus and Giroux, June 2026

Colophon (permalink)

Today's top sources:

Currently writing:

• "The Reverse Centaur's Guide to AI," a short book for Farrar, Straus and Giroux about being an effective AI critic. LEGAL REVIEW AND COPYEDIT COMPLETE.

• "The Post-American Internet," a short book about internet policy in the age of Trumpism. PLANNING.

• A Little Brother short story about DIY insulin PLANNING

This work – excluding any serialized fiction – is licensed under a Creative Commons Attribution 4.0 license. That means you can use it any way you like, including commercially, provided that you attribute it to me, Cory Doctorow, and include a link to pluralistic.net.

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We just have to get locked into the Federation and then we can run back to the basement.

Today's links

• Elon Musk's Blue Tick scam: The EU bans giant teddybears.
• Hey look at this: Delights to delectate.
• Object permanence: Denver bomb squad vs 8" toy robot; Iceland's atheist religion; Largest strike in human history; Ad-tech is a bubble; Battery rationality; Pasta carpet; "With a Little Help"; Crooked Timber on Pikett; Tiki-mug menorah; China vs Big Data-backstabbing.
• Upcoming appearances: Where to find me.
• Recent appearances: Where I've been.
• Latest books: You keep readin' em, I'll keep writin' 'em.
• Upcoming books: Like I said, I'll keep writin' 'em.
• Colophon: All the rest.

Elon Musk's Blue Tick scam (permalink)

In my book Enshittification, I develop the concept of "giant teddybears," a scam that has been transposed from carnival midway games to digital platforms. The EU has just fined Elon Musk $140m for running a giant teddybear scam on Twitter:

https://arstechnica.com/tech-policy/2025/12/elon-musks-x-first-to-be-fined-under-eus-digital-service-act/

Growing up, August 15 always meant two things for my family: my mother's birthday and the first day of the CNE, a giant traveling fair that would park itself on Toronto's waterfront for the last three weeks of summer. We'd get there early, and by 10AM, there'd always be some poor bastard lugging around a galactic-scale giant teddybear that was offered as a prize at one of the midway games.

Now, nominally, the way you won a giant teddybear was by getting five balls in a peach basket. To a first approximation, this is a feat that no one has ever accomplished. Rather, a carny had beckoned this guy over and said, "Hey, fella, I like your face. Tell you what I'm gonna do: you get just one ball in the basket and I'll give you one of these beautiful, luxurious keychains. If you win two keychains, I'll let you trade them in for one of these gigantic teddybears."

Why would the carny do this? Because once this poor bastard took possession of the giant teddybear, he was obliged to conspicuously lug it around the CNE midway in the blazing, muggy August heat. All who saw him would think, "Hell if that dumbass can win a giant teddybear, I'm gonna go win one, too!" Charitably, you could call him a walking advertisement. More accurately, though, he was a Judas goat.

Digital platforms have the ability to give out giant teddybears at scale. Because digital platforms have the flexibility that comes with running things on computers, platforms can pick out individual platform participants and make them King For the Day, showering them in riches that they will boast of, luring in other suckers who will lose everything:

https://pluralistic.net/2023/02/19/twiddler/

That's how Tiktok works: the company's "heating tool" lets them drive traffic to Tiktok performers by cramming their videos into millions of random people's feeds, overriding Tiktok's legendary recommendation algorithm. Those "heated" performers get millions of views on their videos and go on to spam all the spaces where similar performers hang out, boasting of the fame and riches that await other people in their niche if they start producing for Tiktok:

https://pluralistic.net/2023/01/21/potemkin-ai/#hey-guys

Uber does it, too: as Veena Dubal documents in her work on "algorithmic wage discrimination," Uber offers different drivers wildly different wages for performing the same work. The lucky few who get an Uber giant teddybear hang out in rideshare groupchats and forums, trumpeting their incredible gains from the platform, while everyone else blames themselves for "being bad at the app," as they drive and drive, only to go deeper and deeper into debt:

https://pluralistic.net/2023/04/12/algorithmic-wage-discrimination/#fishers-of-men

Everywhere you look online, you see giant teddybears. Think of Joe Rogan being handed hundreds of millions of dollars to relocate his podcast to Spotify, an also-ran podcast platform that is desperately trying to capture the medium of podcasting, turning an open protocol into a proprietary, enclosed, Spotify-exclusive content stream:

https://pluralistic.net/2023/01/27/enshittification-resistance/#ummauerter-garten-nein

The point of the conspicuous, over-the-odds payment to Rogan isn't just to get Rogan onto Spotify – it's to convince every other podcaster that Spotify is a great place to make podcasts for. It isn't, though: when Spotify bought Gimlet Media, they locked Gimlet's podcasts inside Spotify's walled garden/maximum security prison. If you wanted to listen to a Gimlet podcast, you'd have to switch to using Spotify's app (and submitting to Spotify's invasive surveillance and restrictions on fast-forwarding through ads, etc).

Pretty much no one did this. After an internal revolt by Gimlet podcast hosts – whose podcasts were dwindling to utter irrelevance because no one was listening to them anymore – Spotify moved those Gimlet podcasts back onto the real internet, where they belong.

When Musk bought Twitter, he started handing out tons of giant teddybears – most notably, he created an opaque monetization scheme for popular Twitter posters, which allowed him to thumb the scales for a few trolls he liked, who obliged him by loudly proclaiming just how much money you could make by trolling professionally on Twitter. Needless to say, the vast majority of people who try this make either nothing, or a sum so small that it rounds to nothing.

But Musk's main revenue plan for Twitter – the thing he repeatedly promised would allow him to recoup the tens of billions he borrowed to buy the platform – was selling blue tick verification.

Twitter created blue ticks to solve a serious platform problem. Twitter users kept getting sucked in by impersonators who would trick them into participating in scams or believing false things. To protect those users, Twitter offered a verification scheme for "notable people" who were likely to face impersonation. The verification system was never very good – I successfully lobbied them to improve it a little when I was being impersonated on Twitter (I got them to stop insisting that users fax them a scan of their ID, or, more realistically, to send them ID via a random, insecure email-to-fax gateway). But it did the job reasonably well.

Predictably, though, the verification scheme also became something of a (weird and unimportant) status-symbol, allowing a certain kind of culture warrior to peddle grievances about how only "lamestream media libs" were getting blue ticks, while brave Pizzagaters and 4chan refugees were denied this important recognition.

Musk's plan to sell blue ticks leaned heavily into these grievances. He promised to "democratize" verification, for $8/month (or, for businesses, many thousands of dollars per month). Users who didn't buy blue ticks would have their content demoted and hidden from their own followers. Users who paid for blue ticks would have their content jammed into everyone's feeds, irrespective of whether Twitter's own content recommendation algorithms predicted those users would enjoy it. Best of all, Twitter wouldn't do much verifying – you could give Twitter $8, claim to be anyone at all, and chances are, you would be able to assume any identity you wanted, post any bullshit you wanted, and get priority placement in millions of users' feeds.

This was a massive gift to scammers, trolls and disinformation peddlers. For $8, you could pretend to be a celebrity in order to endorse a stock swindle, shitcoin hustle, or identity theft scheme. You could post market-moving disinformation from official-looking corporate accounts. You could pose as a campaigning politician or a reporter and post reputation-destroying nonsense.

This is where the EU comes in. In 2024, the EU enacted a pair of big, muscular Big Tech antitrust laws, the Digital Services Act (DSA) and the Digital Markets Act (DMA). These are complex pieces of legislation, and I don't like everything in them, but some parts of them are amazing: bold and imaginative breaks from the dismal history of ineffective or counterproductive tech regulation.

Under the DSA, the EU has fined Twitter about $140m for exposing users to scams via this blue tick giant teddybear wheeze (much of that sum is punitive, because Twitter flagrantly obstructed the Commission's investigations). The DSA (sensibly) doesn't require user verification, but it does expect companies that tell their users that some accounts are verified and can be trusted, to actually verify that they actually can be trusted.

I think there's a second DSA claim to be made here, beyond the failure to verify. Musk's plan to sell blue ticks was a disaster: while many, many scammers (and a few trolls) bought blue ticks, no one else did. The blue tick – which Musk thought of as a valuable status symbol that he could sell – was quickly devalued. "Account with a blue tick" was never all that prestigious, but under Musk, it came to mean "account that pushes scams, gore, disinformation, porn and/or hate."

So Musk did something very funny and sweaty. He restored blue ticks to millions of high-follower accounts (including my own). And despite the fact that Musk had created about a million different kinds of blue ticks that denoted different kinds of organizations and payment schemes, these free blue ticks were indistinguishable from the paid ones.

In other words, Musk set out to trick users into thinking that the most prominent people they followed believed that it was worth spending $8/month on a blue tick. It was an involuntary giant teddybear scam. Every time a prominent user with a free blue tick posts, they help Musk trick regular Twitter users into thinking that these worthless $8/month subscriptions are worth shelling out for.

I think the Commission could run another, equally successful enforcement action against Musk and Twitter over this scam, too.

Trump has been bellyaching nonstop about the DSA and DMA, threatening EU nations and businesses with tariffs and other TACO retribution if they go ahead with DSA/DMA enforcement. Let's hope the EU calls his bluff.

Of course, Musk could get out of paying these fines by moving all his businesses out of the EU, which, frankly, would be a major result for Europe.

(Image: Gage Skidmore, CC BY-SA 4.0, modified)

Hey look at this (permalink)

• Netflix Is Trying to Buy Warner Bros Discovery. That Would Be a Disaster for America. https://www.thebignewsletter.com/p/netflix-is-trying-to-buy-warner-bros

• How popular is ecosocialist transformation? https://jasonhickel.substack.com/p/how-popular-is-ecosocialist-transformation

• Luigi Mangione Official Legal Fund for all 3 Cases https://www.givesendgo.com/luigi-defense-fund

• Trump’s Katrina Is Coming https://prospect.org/2025/12/05/trumps-katrina-is-coming-fema/

• DEFT: DSPs for Equitable and Fair Treatment https://deft-us.com/

Object permanence (permalink)

#20yrsago What’s involved in different publishing jobs? https://web.archive.org/web/20050306095536/http://www.penguin.co.uk/static/packages/uk/aboutus/jobs_workingpeng.html

#20yrsago Sony finally releases rookit uninstaller — sort of https://web.archive.org/web/20051204015131/http://cp.sonybmg.com/xcp/english/updates.html

#20yrsago EFF forces Sony/Suncomm to fix its spyware https://web.archive.org/web/20051210024413/https://www.eff.org/news/archives/2005_12.php#004234

#20yrsago Warner Music attacks specialized web-browser https://web.archive.org/web/20051210024927/http://www.pearworks.com/pages/pearLyrics.html

#20yrsago Sony’s DRM security fix leaves your computer more vulnerable https://blog.citp.princeton.edu/2005/12/07/mediamax-bug-found-patch-issued-patch-suffers-same-bug/

#15yrsago Internet furnishes fascinating tale of a civil rights era ghosttown on demandhttps://www.reddit.com/r/AskReddit/comments/eddwx/what_the_hell_happened_to_cairo_illinois/

#15yrsago Pasta carpet! https://wemakecarpets.wordpress.com/2010/11/02/pasta-carpet-2/

#15yrsago With a Little Help launch! https://memex.craphound.com/2010/12/07/with-a-little-help-launch/

#15yrsago Denver bomb squad defeats 8″ toy robot after hours-long standoff https://www.denverpost.com/2010/12/01/toy-robot-detours-traffic-near-coors-field/

#15yrsago UK govt demands an end to evidence-based drug policy https://www.theguardian.com/politics/2010/dec/05/government-scientific-advice-drugs-policy?&amp;

#10yrsago Iceland’s fastest-growing “religion” courts atheists by promising to rebate religious tax https://icelandmonitor.mbl.is/news/politics_and_society/2015/12/01/icelanders_flocking_to_the_zuist_religion/

#10yrsago Springer Nature to release 100,000 titles as DRM-free bundles https://web.archive.org/web/20151210051243/https://www.digitalbookworld.com/2015/bitlit-partners-with-springer-to-offer-ebook-bundles/

#10yrsago Solo: Hope Larson’s webcomic of rock-n-roll, romance, and desperation https://memex.craphound.com/2015/12/07/solo-hope-larsons-webcomic-of-rock-n-roll-romance-and-desperation/

#10yrsago Body-painted models disappear into the Wonders of the World https://www.trinamerry.com/trinamerryblog/sevenwondersbodypaint

#10yrsago Make: the simplest electric car toy, a homopolar motor https://www.youtube.com/watch?v=oPzJr1jjHnQ

#10yrsago Thomas Piketty seminar on Crooked Timber https://crookedtimber.org/2016/01/04/thomas-piketty-seminar/

#10yrsago MAKE: a tiki-mug menorah https://web.archive.org/web/20151208123229/http://news.critiki.com/2015/12/05/tiki-mug-menorah-a-how-to-from-poly-hai/

#10yrsago Harvard Business School: Talented assholes are more trouble than they’re worth https://www.hbs.edu/ris/Publication

#10yrsago Multi-generational cruelty: America’s prisons shutting down kids’ visitations https://web.archive.org/web/20151204063410/https://www.thenation.com/article/2-7m-kids-have-parents-in-prison-theyre-losing-their-right-to-visit/

#10yrsago READ: Kim Stanley Robinson’s first standalone story in 25 years! https://reactormag.com/oral-argument-kim-stanley-robinson//

#10yrsago French Ministry of Interior wants to ban open wifi, Tor https://arstechnica.com/tech-policy/2015/12/france-looking-at-banning-tor-blocking-public-wi-fi/

#5yrsago China’s war on big data backstabbing https://pluralistic.net/2020/12/07/backstabbed/#big-data-backstabbing

#5yrsago The largest strike in human history https://pluralistic.net/2020/12/06/surveillance-tulip-bulbs/#modi-miscalulation

#5yrsago Ad-tech as a bubble overdue for a bursting https://pluralistic.net/2020/12/06/surveillance-tulip-bulbs/#adtech-bubble

#1yrago Battery rationality https://pluralistic.net/2024/12/06/shoenabombers/#paging-dick-cheney

#1yrago A year in illustration (2024) https://pluralistic.net/2024/12/07/great-kepplers-ghost/#art-adjacent

Upcoming appearances (permalink)

• Virtual: Poetic Technologies with Brian Eno (David Graeber Institute), Dec 8
  https://davidgraeber.institute/poetic-technologies-with-cory-doctorow-and-brian-eno/

• Madison, CT: Enshittification at RJ Julia, Dec 8
  https://rjjulia.com/event/2025-12-08/cory-doctorow-enshittification

• Hamburg: Chaos Communications Congress, Dec 27-30
  https://events.ccc.de/congress/2025/infos/index.html

• Denver: Enshittification at Tattered Cover Colfax, Jan 22
  https://www.eventbrite.com/e/cory-doctorow-live-at-tattered-cover-colfax-tickets-1976644174937

• Colorado Springs: Guest of Honor at COSine, Jan 23-25
  https://www.firstfridayfandom.org/cosine/

Recent appearances (permalink)

>

• The Plan is to Make the Internet Worse. Forever. (Novarra Media)
  https://www.youtube.com/watch?v=7wE8G-d7SnY

• Enshittification (Future Knowledge)
  https://futureknowledge.transistor.fm/episodes/enshittification

• We have become slaves to Silicon Valley (Politics JOE)
  https://www.youtube.com/watch?v=JzEUvh1r5-w

• How Enshittification is Destroying The Internet (Frontline Club)
  https://www.youtube.com/watch?v=oovsyzB9L-s

• Escape Forward with Cristina Caffarra
  https://escape-forward.com/2025/11/27/enshittification-of-our-digital-experience/

Latest books (permalink)

• "Canny Valley": A limited edition collection of the collages I create for Pluralistic, self-published, September 2025

• "Enshittification: Why Everything Suddenly Got Worse and What to Do About It," Farrar, Straus, Giroux, October 7 2025
  https://us.macmillan.com/books/9780374619329/enshittification/

• "Picks and Shovels": a sequel to "Red Team Blues," about the heroic era of the PC, Tor Books (US), Head of Zeus (UK), February 2025 (https://us.macmillan.com/books/9781250865908/picksandshovels).

• "The Bezzle": a sequel to "Red Team Blues," about prison-tech and other grifts, Tor Books (US), Head of Zeus (UK), February 2024 (the-bezzle.org).

• "The Lost Cause:" a solarpunk novel of hope in the climate emergency, Tor Books (US), Head of Zeus (UK), November 2023 (http://lost-cause.org).

• "The Internet Con": A nonfiction book about interoperability and Big Tech (Verso) September 2023 (http://seizethemeansofcomputation.org). Signed copies at Book Soup (https://www.booksoup.com/book/9781804291245).

• "Red Team Blues": "A grabby, compulsive thriller that will leave you knowing more about how the world works than you did before." Tor Books http://redteamblues.com.

• "Chokepoint Capitalism: How to Beat Big Tech, Tame Big Content, and Get Artists Paid, with Rebecca Giblin", on how to unrig the markets for creative labor, Beacon Press/Scribe 2022 https://chokepointcapitalism.com

Upcoming books (permalink)

• "Unauthorized Bread": a middle-grades graphic novel adapted from my novella about refugees, toasters and DRM, FirstSecond, 2026

• "Enshittification, Why Everything Suddenly Got Worse and What to Do About It" (the graphic novel), Firstsecond, 2026

• "The Memex Method," Farrar, Straus, Giroux, 2026

• "The Reverse-Centaur's Guide to AI," a short book about being a better AI critic, Farrar, Straus and Giroux, June 2026

Colophon (permalink)

Today's top sources:

Currently writing:

• "The Reverse Centaur's Guide to AI," a short book for Farrar, Straus and Giroux about being an effective AI critic. LEGAL REVIEW AND COPYEDIT COMPLETE.

• "The Post-American Internet," a short book about internet policy in the age of Trumpism. PLANNING.

• A Little Brother short story about DIY insulin PLANNING

This work – excluding any serialized fiction – is licensed under a Creative Commons Attribution 4.0 license. That means you can use it any way you like, including commercially, provided that you attribute it to me, Cory Doctorow, and include a link to pluralistic.net.

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Later, as a matter of principle, they have a 1 to 1 sex to children ratio.