Google is the new Microsoft Microsoft’s old tactics were: 1. Embrace: Development of software substantially compatible with a competing product, or implementing a public standard. 2. Extend: Addition and promotion of features not supported by the competing product or part of the standard, creating interoperability problems for customers who try to use the ‘simple’ standard. 3. Extinguish: When extensions become a de facto standard because of their dominant market share, they marginalize competitors that do not or cannot support the new extensions. http://en.wikipedia.org/wiki/Embrace...and_extinguish