If Canonical really wanted to press the issue, they could easily make unity-lens-shopping a dependency of unity. sudo apt-get remove unity-lens-shopping package would create a dependency problem that the package manager would resolve by either keeping it installed or removing all of unity.
Many non technical users wouldn't even know how to get rid of the ads, thus they will stick around by default. An ethical approach to this would have been prompting during the upgrade or the install whether or not to enable them. Even some windows programs bundled with crapware at least give you the clear option to opt out before the installation. If I didn't read this thread on slashdot, I would have no idea what the offending package name would have been. I would search first for the terms "amazon", "ads", "banner", "adware", "sponsor", the word "shopping" would have been quite a bit farther down on my list. If this is the future of the linux desktop, I don't want it.