The class of quantiles lies at the heart of extreme-value theory and is one of the basic tools in risk management. The alternative family of expectiles is based on squared rather than absolute error loss minimization. It has recently been receiving a lot of attention in actuarial science, econometrics and statistical finance. Both quantiles and expectiles can be embedded in a more general class of M-quantiles by means of Lp optimization. These generalized Lp-quantiles steer an advantageous middle course between ordinary quantiles and expectiles without sacrificing their virtues too much for 1 < p < 2. In this paper, we investigate their estimation from the perspective of extreme values in the class of heavy-tailed distributions. We construc...