The “extinguish” part refers to your competition, not to your own product.
You embrace a popular open standard, add new features to your software that build upon the standard (but are proprietary), then watch as your competitors die off because customers become locked into your proprietary features.
Similar to how Apple hijacked SMS to add iMessage and introduced all kinds of features and the blue/green bubble styling.
For the longest time, they refused to support RCS, trying to keep people on iPhone by making texting between iOS and Android suck.
Of course, a lot of people switched to third party messaging apps because of how much Apple was intentionally ruining texting, so now Apple has had to adopt RCS.
So the “extinguish” part can be hard to pull off given sufficiently strong competition.
Even then you can't seem to use RCS from outside of the Apple and Google walled gardens so it probably still counts as some sort of merged extinguish effort.
to be fair to apple one time, RCS is terrible
It’s better than SMS and is the new industry standard.
Also, iMessage kind of sucks too. There are many better messaging apps.
The problem is that many people in the US never even try those. They just see that Androids have green bubbles and cause problems due to SMS.
Hello! I'm a USian, so my telecom situation might be really weird when compared to the rest of the world, IDK.
> It’s better than SMS...
If it guarantees timely and in-order delivery, then yes, it's better than SMS. If it doesn't, no matter what else it does it's just as bad.
> ...and is the new industry standard.
Odd. The only RCS messages I receive are spam. Literally zero legitimate entities send me RCS messages.
Plus, I heard that Google's shipping this "Feed us more metadata about who you're calling and when!" service that's billed as a "Ensure the caller calling you is actually on an Android(TM) or iPhone(TM) phone!" "safety" feature. No thanks.
Don’t use it if you don’t want. I’m not some kind of RCS salesman. I usually use third party apps myself. That doesn’t mean it’s not an upgrade versus SMS.