The enshittification process milks the current product of all of the money that can be wrung from it by any means just shy of immolation.

Companies aren't getting cheap loans right now so they're desperate to juice their stocks so that upper management can secure their bonuses.

That's why "get shitty" is necessary.

When they've wrung it dry, pocketed all of the crumbs of raw cash they can get, then they'll either collapse due to overmilking their products or they'll realize that the only way to refatten the calf is to bring in new customers, so they'll unshittify it for the fresh infusion of customer money.

It's a cycle, and one I predict will inevitably lead to many of these companies' collapse.