I agree, and people's unwillingness to pay for the things they value causes the thing to no longer be 'for' them. It's for those who are willing to pay for it (investors).
Streaming services. Midjourney. YouTube. Twitch. Even ChatGPT4.
I would gladly pay $10/mo for an information-centric search engine that filters out all blogspam and supports power queries.
At first, TV (broadcast) was free, with ads.
IIUC, when cable TV later rolled out, it was ad-free. Viewers paid for it instead.
But eventually even those paying for cable TV were shown ads.
So one lesson is that paying for a service might only delay its enshitification.
EDIT: It seems I was wrong about cable TV starting out ad-free [0]. So my example isn't strong evidence for my enshitification claim.