Time was when Oleg Deripaska was Vladimir Putin's best pet. The Russian metals magnate, a skiing buddy of Mr. Putin, was supposed to be the money behind Russia's 2014 Olympic dream. He was big on "patriotic" activities like supporting the Bolshoi. And he had taken the lesson of the ghosts of oligarchs past, which was never to question Mr. Putin's methods, much less his grip on power.

So what was Mr. Deripaska doing last week in the crummy little town of Pikalyovo, 130 miles from St. Petersburg, being led around one of his cement factories by a fire-breathing Mr. Putin, who likened the tycoon to a "cockroach" on Russian national TV?

"You have made thousands of people hostage to your ambitions, your lack of professionalism -- or maybe simply your trivial greed," Mr. Putin berated Mr. Deripaska, before forcing him to pay all outstanding wages and sign a contract for the factory. "Where is the social responsibility of business?" Following which the Russian prime minister was greeted by cheers from the grateful workers.

Welcome to the third stage of Putinism. In Stage One, Mr. Putin played the role of the determined technocratic modernizer who wanted to do nothing more than impose the rule of law on a young democracy spinning into anarchy. This stage ended in October 2003, with the arrest and subsequent conviction and imprisonment of oligarch Mikhail Khodorkovsky on dubious charges of tax evasion and fraud.

In Stage Two, Mr. Putin dispensed with the technocratic mien and, Bonaparte-like, effectively crowned himself czar, surrounded by a new breed of loyal oligarchs and ex-KGB cronies. They generously help themselves to other people's investments, foreign energy companies especially. This stage lasted as long as the rise in energy prices, culminating with last year's invasion of Georgia.

Now we're at Stage Three, in which Mr. Putin morphs into Hugo Chávez, as high-handed as before but with a populist twist. This is the stage in which guys like Mr. Deripaska allow themselves to be publicly humiliated by Mr. Putin, thinking they're taking one for the team when, in fact, they're taking it in the neck.

Here you must be thinking: It couldn't have happened to a nicer guy. Mr. Deripaska rose out of the so-called Aluminum Wars of the 1990s, in which battles for corporate control were waged at a price of dozens of lives. He was once denied a U.S. entry visa "amid concerns about the accuracy of statements he made" to the FBI, according to a 2007 story in this newspaper. (Bob Dole's law firm later resolved the problem for him.) Last year, Mr. Deripaska dismissed issues of press freedoms and democracy as so much humbug, while insisting that "it is a wrong representation of Russia that everything is conducted through the Kremlin. We have a very liberal economy. You can do what you want."

Whoops. Since offering that sage comment, the Russian economy has tanked, unemployment has jumped, the flow of credit has seized up, and Mr. Deripaska has lost about 90% of his previously estimated worth. Small factory towns like Pikalyovo have become the locus of potential civil unrest. In December, riot police had to be flown from Moscow to Vladivostok to deal with protests there. Last week's protest caused a traffic jam stretching a couple hundred miles.

Barring an improbable surge in commodity prices, it's only going to get worse. And while Mr. Putin can play the hero in Pikalyovo, he won't be able to do it for hundreds of other similarly situated towns, even if he winds up hounding Mr. Deripaska and friends into bankruptcy.

So what comes next? Conceivably, Mr. Putin could allow Mr. Deripaska and other oligarchs to rationalize their businesses through a combination of sales and closures. That's about as likely as the Obama administration choosing not to run GM.

More likely, Mr. Putin will try to harness anti-oligarch sentiments by expropriating their assets, keeping the factories running, and getting the state to purchase their output with increasingly worthless rubles. Inflation in Russia is already at 14%; he might gamble that Russians will put up with a spell of hyperinflation until the global economy recovers or a Middle East crisis sends oil prices soaring. (Look for Russia to play an especially unhelpful role vis-à-vis Iran.)

That's the system by which the Soviet Union carried on decade after dreary decade, the only difference being that the old Soviet leadership was sustained by sealed borders, a huge army, foreign adventurism, ideological confidence, and a massive apparatus of fear. Russia probably won't go that way, but don't discount the possibility.

In college I knew a guy who stocked his fish tank with goldfish and piranhas. First the piranhas ate the goldfish. It was horrible to watch. Then he stopped feeding the piranhas, so they ate each other. This was more interesting since there was no fish to feel sorry for. Finally one piranha was left. I don't remember my classmate restocking the tank. The champion piranha starved. This is the theory and logic of third-stage Putinism.

Write to bstephens@wsj.com