Say what you will about Ubuntu, of all the Linux distros, it has the most polished out of the box experience. In my career, I’ve probably installed close to a thousand Linux images and Ubuntu has consistently provided best hardware compatibly and least issues over the years. When Unity was started, the Gnome 2.x panel, was completely broken and useless in vertical mode, necessary for 720p netbooks and widescreen monitors. Gnome 3.x was looking to be the next KDE 4.0.
So I can understand Shuttleworth's desire for something like Unity, but what I disagree with is how he went about it. Instead of going off on his own with Unity and Mir forks, He should have worked with Gnome and Wayland to fix what was broken. See the Mint MATE project for how Ubuntu should have proceeded with Unity. All of these unnecessary forks just weaken and already stretched thin open source development efforts.