I'm hopeful that this will lead towards greater unification and innovation, but I can see why people are more likely to bring up "Embrace, Extend, Extinguish" when Microsoft does something compared to when other companies do. The difference is that Microsoft is the one who internally coined the term and used it to describe their strategies. It was a conscious and explicitly stated strategy rather than an unspoken side benefit.

You could certainly say that none of that matters and what we should care about is the actual actions that each company makes, but I can definitely see how people would read more intent into things like this when Microsoft does it compared to other companies.