I recently watched this TikTok, about ‘calculated misery’.

It starts off with the idea that social media platforms are going to work together to get us to pay or pay more for their services. It’s no longer enough that we have to watch ads to play along. I notice it when I watch YouTube on my phone and I’m regularly asked if I want to upgrade to avoid ads. Meanwhile I’m also watching more ads that I can’t skip after 5 seconds.

My Twitter feed is filled with ‘blue checkmark’ profiles where that check costs anyone $8 a month to have, regardless of if their content or expertise is valuable to me. And meanwhile, my checkmark-less profile is being viewed less often than those who pay.

Also discussed in the video is how airlines use calculated misery to upsell you. The carry-on suitcase I bought 15 years ago used to be good on any airline, now it needs to be checked on many of them. Leg room has been reduced, and while tickets used to include choice of seats, now that’s something you need to upgrade or pay more for to get. You want a meal or beverage on a 5 hour flight? Those used to be free, but many airlines charge for them now.

It used to be that the basic price was good enough, and upgrades gave you perks, but now it seems anything less than premium is meant to suck a little bit, meant to be just enough misery to make you want to pay more. Even amusement parks are doing it, giving people privileged access in lineups if they pay more. And it’s hard to be in line and watch others get priority over you.

We’ve moved from an era of customer value and service being a priority to an era where profits matter more. It’s a world where customers are made less comfortable, unless they pay a premium, and the benefits are really to shareholders. Essentially, services are getting gradually worse, and misery is creeping in… unless you pay a little bit more.