Right, and even when there are options that doesn't mean you actually get to choose what you want for all things you care about, e.g. there might be option A with feature a (e.g. no ads) and option B with feature b (e.g. no vendor lock in) but none with both a and b - so you only really get a choice for the things you care most about. Which is effectively why gradual enshittification is effective: Most users will put up with minor anti-features rather than jump to a different platform that will require new programs and/or relearning.

We see this same phenomenon play out in other industries too, like cars.