Embrace, extend and extinguish

Embrace, extend, and extinguish (sometimes called "EE&E") is a type of business strategy. It works like this: First, you "embrace" (or accept) a product or idea that already exists. Then, you "extend" (or add to) it by making improvements or adding new features. Finally, you "extinguish" (get rid of) the original product or idea by making your product better so people don't need the old one anymore. It's like a game of cowboys and Indians - you try to outdo the other product or idea by making yours better!