It is indeed a common tactic to focus on the terminology rather than the message, which is why it's so frustrating when someone you largely agree with chooses terminology that makes it so easy to do.
This is one of those "you can be right, or you can be successful" situations. Everybody can rally behind "enshittification" and make it super-easy for the actual message to be dismissed, or we could find a term that doesn't sound like it was coined by an edgelord.
The folks who are won over / have adopted "enshittification" aren't the audience that needs winning over. So what language and messaging is going to work for that next group that might actually turn the tide?
This is one of those "you can be right, or you can be successful" situations. Everybody can rally behind "enshittification" and make it super-easy for the actual message to be dismissed, or we could find a term that doesn't sound like it was coined by an edgelord.
The folks who are won over / have adopted "enshittification" aren't the audience that needs winning over. So what language and messaging is going to work for that next group that might actually turn the tide?