Back when Microsoft was still Microsoft, it wouldn't announce to its competitors, "We want to crush you." Instead, its soothingly stated goal was to "embrace and extend" whatever the other guy was doing.
http://www.bloomberg.com/news/2013-04-10/facebook-puts-pals-first-google-last-rich-jaroslovsky.html
http://www.bloomberg.com/news/2013-04-10/facebook-puts-pals-first-google-last-rich-jaroslovsky.html
