It applies to most business.

1. You give a positive face to the market you’re in (Game Pass, Phil Spencer, pro-dev vibe, etc).
2. You buy chunks of the market (Activ-Bliz-King is a massive chunk), while saying it’s good for the industry.
3. 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.