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For me it was when IMDb made the announcement that they are closing their forums and invited users to join Facebook instead to keep discussing movies. This announcement didn't make any sense. Amazon owns IMDb, they needed the forums because it was the best way to keep users interested in buying movies from them. Also, Facebook is not suited for discussion, it's not a forum. Just a social for posting links and short messages.

In that moment I knew they were just bullshitting people. They just decided to shut down the only tool people had to communicate. They didn't help people to find another forum.

I still thought it was just an average single accident, just because Bezos happens to be an asshole, until all socials become politically censored. In the end, when even browsers and videogames become politicized, I realized this was a conspiracy against free speech organized by the whole Big Tech industry.