content: Sounds way worse when you look at their definitions.  Embrace: Development of software substantially compatible with a competing product, or implementing a public standard.      Extend: Addition and promotion of features not supported by the competing product or part of the standard, creating interoperability problems for customers who try to use the 'simple' standard.      Extinguish: When extensions become a de facto standard because of their dominant market share, they marginalize competitors that do not or cannot support the new extensions.