Microsoft used to have a internal mantra known as “Embrace, Extend, Extinguish” that helped to ensure that they always maintained market dominance. This was the driving force behind Internet Explorer, Microsoft Edge, Microsoft’s Microsoft Java Virtual Machine, Microsoft Virtual PC and countless other products. This strategy essentially had Microsoft embracing promising new technologies and extending the features of the technology (often by adding exclusive features that work best on Windows) and then using their newfound market dominance to destroy the competing products. Aside from a few legal battles, this strategy often proved very successful for Microsoft however for some unknown reason, Microsoft decided to take a different approach with Google’s line of products – “Troll, Smear and Embrace”. I have compiled a list of my top 3 examples.