Language Patrol!
Don’t let the “enemy” rule your life. Try your damnedest to follow the exact advice of Mr McCue above: “Literally don’t think about them.”
Easier said than done, no doubt, but awareness is a start. That is, direct conversations away from “What is Microsoft doing?” (“What is the accountancy across the road doing?”) And focus instead on, What new and cool things are we doing for our customers? (And, perhaps, see above, send a few good customers flowers today to thank ’em for their biz.)