Corey Quinn's term 'ifification' refers to the pattern followed by big tech companies where they first go above and beyond for their users by solving a key problem, then shift their focus to controlling the other side (suppliers), and finally take all the surplus for themselves once they have established monopoly power.
Uber uses tiering to offer premium services by splitting the base service into multiple tiers at different price points. However, this practice often results in making the experience worse for users who don't pay for the premium services, as they get extremely long wait times and are segregated from the higher-paying users.
Amazon pre-selects the slower delivery option, even when a monthly subscription for unlimited next day delivery has been paid.
Amazon solved the problem of unreliable delivery infrastructure by ensuring that when they say next day, it really does mean that it will come next day.