Embrace: We care about our customers. If someone other than us creates something that would be valuable to them, of course we're going to embrace it. To do otherwise, would be a Not Invented Here failure, would be to let down our customers.
Extend: We care about our customers. We are a major center of innovation, working constantly to improve things for them. We're not going to hold back on helping them just because some standards committee is moving like cold molasses, riven by politics, technically tasteless, or has conflict interests optimizing for things other than the best interests of our customers. And we're certainly not going to later break things for our customers merely because some committee eventually decides it wants things done differently. They're just committees. More people are benefiting from our work than theirs. We're not going to hurt our customers just because some committees have a disproportionate sense of entitlement and importantance.
Extinguish: We care about our customers. And those who are potentially our customers. We want to make it as easy as possible for people to gain the benefits of being our customers. The health of our competitors, and even of people unfortunate to not yet be our customers, are not our motivating responsibility. We're focused on our customers, and what happens to that portion of the industry that isn't, can't be what we optimize for. And we're just a normal commercial company, so of course we're not going to fail to compete with our competitors. If nothing else, we owe it to their customers who may soon be ours. And of course to our stockholders.
Much evil in the world is arguably an emergent property of regrettable incentives.
I mention this only because this post is for whatever reason trending today, and past discussions have repeatedly been of unusually disappointing quality for tech topic on HN. Perhaps this comment will help prune some of the inevitable "but they're good people now, not evil, so there's no problem" comments.