Thank you, I hadn't heard of this.

If you're interested in going down the rabbit hole, as far as I'm aware the concept first came up in Guy Debord's The Society of Spectacle. It's a bit of a weird read though.

The term did take on a wider meaning in political philosophy and critical theory since, however.

Now that I think about it, Embrace Extend Extinguish can be understood as the explicit application of the process recuperation to the free software counterculture.

I'll put it on my reading shortlist! Sounds interesting.