That strategy is over 20 years old:
https://en.wikipedia.org/wiki/Embrace,_extend,_and_extinguis...
https://en.wikipedia.org/wiki/Embrace,_extend,_and_extinguis...
The problem is when you try to establish barriers to the customer ever switching to a competitor. Microsoft isn't the only company that does that but they are obviously a company that always has and still does do that.
Of course it’s ridiculously hard to change something that’s so foundational, and I don’t trust any of the players with enough juice to pull it off (besides Google if they actually put their whole ass into it)