It applies to most business.
- You give a positive face to the market you’re in (Game Pass, Phil Spencer, pro-dev vibe, etc).
- You buy chunks of the market (Activ-Bliz-King is a massive chunk), while saying it’s good for the industry.
- You squeeze the company of its IP, while bleeding the market dry of money. All of which kills, or at least hurts that market.
Right now, Micro$oft is in the Extend phase.