Embrace: "We love your penguins. Bring them to us!"
Extend: "We love your penguins long time. Install these super-power add-ons for extra Azure lurve. Make sure all your apps and databases are directly accessing the add-ons to get super-powers! Here's how to hard-wire everything..."
Extinguish: "All super-power add-on support is being dropped. Windows contains a backwards compatible API, the transition is seamless. Your business now depends on Azure. Suckers."
If a company wants to leverage the power of GNU/Linux...why the hell would they place such a rock-solid system on to of a Windows platform? It should be penguins, penguins all the way down.