Earlier quoted context omitted.
Embrace isn't the time to worry, Extend is, and then only conditionally. If they come up with sensible features, then maybe the standard should evolve. But if it starts becoming too complex to implement or gives too much power to Meta, then I'm ready to join you in raising the alarm.
Just one quick question, can you point out an example where that worked?
HTTP. Many features have been added at the behest of big tech, but the core HTTP/1.1 protocol remains compatible with nearly all major software.
Note that this is a counterpoint to web browser protocols (especially CSS and JS), which Google has managed to extend to the point where they are now nearly the only viable browser engine vendor. They don't need to extinguish it because they completely control it.