I've always thought of enshittification as being something that happens when "you don't pay for the product, you are the product." The basic enshittification play is: offer something for free, get people hooked, then make it worse / put ads on it / sell users' data / do whatever other evil stuff you can think of.
The alternative for companies — in my naïve assessment — is to sell an honest product for an honest price.
The "problem" is, selling an honest product won't make your revenue grow forever, and the stock market has come to expect and demand eternal growth. So companies start doing shit like this:
I don't know what you can do except not buy stuff.