>I think everything changed when Eternal September happened.

That was a critical turning point, to be sure. But what came about with the conjunction of social media and the smartphone around 2010 was a much more impactful one, as it made the Internet undergo extremely essential changes, not just a qualitative (and quantitative) modification of its userbase. The Internet became the media outlet for hypercommercialism and late-stage capitalism, basically, and all the societal changes we've seen since are byproducts of that paradigm shift.