Origin
The strategy and phrase "embrace and extend" were first described outside Microsoft in a 1996 New York Times article entitled "Microsoft Trying to Dominate 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.
The more widely used variation, "embrace, extend and extinguish", was first introduced in the United States v. Microsoft antitrust trial when the vice president of Intel, Steven McGeady, testified 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.
Read more about this topic: Embrace, Extend And Extinguish
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