Cory Doctorow wrote a book whose title I can't use here, but it rhymes with "EnsPitification." It doesn't fully apply in this example (more apt for things like Amazon, Twitter, Facebook, Google, etc.) but it's pretty close:
1. They begin with an offer that’s not only good but often too good to establish user lock-in, making it difficult for users to leave.
2. Increase profits by catering to business interests, often at the expense of the end-user experience Once users are locked in, the platform begins to shift its focus to monetize its business customers, such as advertisers and sellers.
3. Capture nearly all value, leaving behind a degraded service but keeping just enough value to maintain the user base's lock-in. The platform extracts maximum value from end-users and business customers to benefit shareholders.