As Lily Tomlin put it on SNL: "We don't have to care, we're the phone company."

In the enshittification cycle, companies first lure in users with surpluses - like providing the best search results rather than the most profitable ones - with an eye to locking them in. In Google's case, that lock-in has multiple facets, but the big one is spending billions of dollars - enough to buy a whole Twitter, every single year - to be the default search everywhere. 

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