But that did not previously entail shit level must go up.
I'd say that's just a function of money number having to go up. Since at some point you can't charge more for [thing], maybe there are other ways of making money off [thing]? Let's use a bit less plastic on it! Boom, saved on manufacturing AND shipping.
I think it wasn't previously.
And enshittification is rarely less plastic or anything, but more ads etc.