CentralNotice From Wikipedia, the free encyclopedia Jump to: navigation , search " Embrace, extend, and extinguish ", [1] also known as " Embrace, extend, and exterminate ", [2] is a phrase that the U.S. Department of Justice found [3] that was used internally by Microsoft [4] 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. 1 Origin 2 Strategy 3 Examples 4 Variant 5 Companies other than Microsoft 6 See also 7 Footnotes and references 8 External links Origin [ edit ] 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", [5] in which w...