Thats the driving management principle today.
Operating according to the Nash theory of equilibrium would produce a nicer world - but this (and I blame the idiot business press for this shit) is not a popularly received concept.
Example: Every single issue of Infoworld during the 90's until we left it en masse featured a headline using the formula "Product A vs Product B Can Product B survive?" Where Product A is usually a MS product.
This is of course, idiotic. But its been drummed into the popular psyche at large by the ink-stained know-nothing pundits. It will required a vast sea-change in thinking to undo this bit of propaganda.