Inaccessible services don’t just exclude – they erase. This talk explores how digital inaccessibility creates a self-reinforcing cycle of exclusion, invisibility, and missed opportunities. We’ll look at real-world examples from ecommerce and public services, examine the cultural and systemic myths that keep the cycle going, and show how the European Accessibility Act and inclusive design practices can help us finally break it. Expect a mix of data, stories, and actionable strategies that prove inclusion benefits everyone.