2 points
Language is an evolving thing. Doctorow coined the word to specifically apply to marketplaces who control the link between consumers and producers (or multiple such relationships when you add in advertising and/or selling data)
It quickly was expanded to generally refer to user/customer hostile practices we see in late stage capitalism
I think he even spoke about it in an interview with Adam Hanover, once you put a word out there it takes on a life of its own