It's a very common story in industry. You start nimble, and disrupt bloated platforms. Then, as you grow, pressure grows and you also bloat. Then new company comes that brings nimble product and disrupt you.

Search, TV->internet video, newspapers->internet - all of them go through those cycles.

You forgot the main source of pressure: you sell off equity in your company in exchange for cash. The buyers are buying the promise of future profits. At first, you still hold the vast majority of the voting rights, but over time you sell more and more and expectations rise and rise.

Eventually you are an organization whose purpose is to return cash to shareholders in the near term.

Hence a page full of ads, and no reason to think things will ever change.

I think it's a mistake to think of these cycles as inevitable, and that it's guaranteed that some small fry will disrupt the current giants. Yes, they may have happened in the past, but large companies are much more cognizant of the cycles of disruption now than they were 30 or 40 years ago. Microsoft was a behemoth in the late 80s and they're currently number 2 market cap in the world. Many folks on this board may be too young to remember Netscape's boast of "The Browser is the OS" in the mid 90s - well, Netscape is long gone and Microsoft is still giant. Only 2 years ago you saw pronouncements that OpenAI was going to be the death knell for Google, and it was it seemed to be the kick in the pants that Google needed to get their AI story working. Facebook just basically bought all its nascent competition (Instagram, WhatsApp, etc.)

I think disrupting large players will be much harder than it was it the past.

Don't worry. Our legislators around the world are hard working so this doesn't happen again, protecting us from harmful contents and cementing current industry leaders' position.

I think there’s a middle ground between not making any money by not showing ads and plastering half the page with ads in a way that almost renders the product useless. I’m sure this was a result of a long list of promo packets that incrementally kept adding 0.01% increases to the ad impressions.

Used to be. Now the megacorp just buys the disrupting platform

Well Google has been a very good example of not giving into that pressure for a very long time. Their landing page remained ad free for decades and their revenue came from sponsored links through ad-words which was a minimally invasive ad strategy which didn't show banners etc.

Wouldn't it be nice if some companies instead of ramping up ads for revenue passed along the value to consumers? Once they made their money back on the original investments convert to a lifestyle and provide a valuable product without squeezing every penny our of it and in the end killing it. One day maybe.

I've already grown to hate the very words "nimble" and "disrupt".

Google managed to dance the knife edge there for a lot longer than most though. AdWords made so much money in a fairly unobtrusive way, that they were able to scale it out without pissing a lot of people off. That and it was actually even sometimes useful.

They clearly decided to just say "fuck it" though. Sometime after Ruth Porat replaced Patrick Pichette and especially after Sundar took the helm (both happened while I worked there) but most especially in the last 3 years.

The term for this is “enshittification”

"Always two there are, the disrupted and the disruptor."