Embrace, Extend, Extinguish. Google did the Microsoft playbook. Look at email. Look at youtube we used to share videos via Kazaa and other p2p programs, zero censorship, all the same features (including chat!!) theres also XMPP which became Google Talk -> Chat -> Hangouts etc then the browser, how many random apps “Only works on Chrome” but you change the Firefox browser agent and it works there too!