Let’s skip for a moment the fact that, as other posters highlighted, Cory Doctorow was already famous before coining the word. Let’s pretend that his only achievement was indeed the concept of enshittification.

Even then, it’s a big fucking deal. He noticed a rather nasty pattern in a system used by 2/3 of the world population, described it, labelled it, identified potential causes and solutions. It wasn’t just “lol lmao he jammed the word «shit» into another X-D”.