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GChat/Hangouts is a prime example. The embraced XMPP and Jabber much to the delight of the open protocols communities. They then expanded on the protocol adding stickers and drawings and other stuff. Then closed off their XMPP gateway once they were huge (stickers no longer work with the protocol they said), essentially killing the future (at least mainstream) of XMPP, and pushing more people to proprietary messaging platforms.

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