Embrace, extend, extinguish
Embrace, extend, extinguish is a business model embraced by Microsoft that they use to eliminate competition, especially in the open source software and open standards ecosystems. They do this by publicly embracing an open standard, becoming a part of its community, then extending that tech or standard with their own proprietary features. When those proprietary features become de facto standards because of their market share, they are able to marginalize and extinguish competitors that won't or can't support those extensions.