People naturally want to maximize the value they extract from any system.

If you hand individuals or groups the internet, they will naturally use it for spam, advertisement, scams, information harvesting, propaganda, etc - because those are what gain them the most.

The 'enshittification' if the internet was inevitable the moment it came into existence, and is the result of the decision of its users just as much as any one central authority.

If you let people communicate with each other on a large scale at high speeds, that's what you get.

The only way to avoid the problem is to make a system that has some combination of the following:

* No one uses

* Is slow

* Is cumbersome to use

* Has significant barriers to entry

* Is feature-poor

In a such a system, there's little incentive to have the same bad behaviors.