Embrace, Extend, and Extinguish is typically seen as a bad thing that takes a highly competitive market, turns it into some form of monopoly or oligopoly. And

Embrace, Extend, and Extinguish is typically seen as a bad thing that takes a highly competitive market, turns it into some form of monopoly or oligopoly. And it is almost always associated with Microsoft not Google. How is this relevant? There already exists a market where consumers have little to no choice, they are locked into the stale and almost ludicrously bad options of one or (if you're lucky) two service providers. You are already within a form of control that you can't hope to break out of. Now if I were to coin a phrase for Google it would be, Data, Data, and Data. Where this gives them just another angle for sucking up user data and using how they see fit, but that's not to say that Verizon, Cox, Comcast can't already do that. They just don't have all my search history as well as email to boot. Final thought, Microsoft was known for Extinguishing some cool and open companies in it's time, I for one don't mind seeing Comcast, Verizon, or Cox get a little competition to make them step up their game.