📝 "De-commoditize protocols" "De-commoditize protocols": that was the line leaked from internal Microsoft memos in the late 90s. The core strategy behind Embrace, Extend, Extinguish. I was working on developer platforms at Microsoft right in the thick of our $20M "Get the Facts" campaign. We were running ads trying to prove Linux was more expensive than Windows. The UK regulators actually made us pull our flagship ad because we had compared Linux running on a massive IBM mainframe to…