They're not doing it to increase margin. "Enshittification" or "rug-pulls" aren't when things get worse or things change, they're when the conditions that were used to attract an audience are changed in order to extract more margin after that audience is captured.

The larger exampls to compare them to would be "dumping." Dump subsidized, tariff-free corn in Mexico to make it unprofitable to farm corn in Mexico, and after all of the Mexican farmers go bust, buy their land and raise the price of corn to infinity while cheaping out on the quality of seed and handling. Enshittification. Rug-pull.