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Embrace, extend and extinguish
"Embrace, extend, and extinguish", also known as "Embrace, extend, and exterminate", is a phrase that the U.S. Department of Justice found that was used internally by Microsoft to describe its strategy for entering product categories involving widely used standards, extending those standards with proprietary capabilities, and then using those differences to disadvantage its competitors.
== Origin ==
The strategy and phrase "embrace and extend" were first described outside Microsoft in a 1996 ''New York Times'' article titled "Tomorrow, the World Wide Web! Microsoft, the PC King, Wants to Reign Over the Internet", in which writer John Markoff said, "Rather than merely embrace and extend the Internet, the company's critics now fear, Microsoft intends to engulf it." The phrase "embrace and extend" also appears in a facetious motivational song by Microsoft employee Dean Ballard, and in an interview of Steve Ballmer by the ''New York Times''.〔Steve Lohr, "Preaching from the Ballmer Pulpit". ''New York Times'', Sunday, January 28, 2007. pp. 3-1, 3-8, 3-9.〕
The variation, "embrace, extend and extinguish", was first introduced in the ''United States v. Microsoft'' antitrust trial when a vice president of Intel, Steven McGeady, testified〔(【引用サイトリンク】title=Steven McGeady court testimony ) (DOC format)〕 that Microsoft vice president Paul Maritz used the phrase in a 1995 meeting with Intel to describe Microsoft's strategy toward Netscape, Java, and the Internet.〔(【引用サイトリンク】title=United States v. Microsoft: Trial Summaries (page 2) )〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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