Doctrow argues that nascent tech unionization (which we’re closer to having now than ever before) combined with bipartisan fear (and consequent regulation) either directly or via agencies like the FTC and FCC can help to curb Big Tech’s power, and the enshittification that it has wrought.
It’s an antibuzzword. It’s describing the culmination of all the buzzwords that get corrupted by marketing people and destroyed by bean counters. In order to destroy something you must be able to name it. He has revealed the name, now we can take action.