They're cocky enough now to think that they can take on the e-mail as a de facto standard and do the Embrace, Extend, Extinguish dance with it.

This is akin to DRM and just like DRM it will be ineffective - if I can see it, I can forward it, copy it, and print it, and do whatever I want with it. Users are being led to believe that they can enforce these sorts of controls over email but they can't.