From Shuttleworth on down the line, Canonical is suffering a meltdown from the frustration of failure and loss.
Once the golden boy of the Linux revolution, Shuttleworth himself has devolved in the public eye to a petulant bully. Of course, he has only himself to thank for that, but such is frequently the trajectory of a highly driven personality, when denied the victories, fanfare and spoils they see themselves as deserving.
The Ubuntu project was founded on a "build it and they will come" approach to business. While that may work in the movies, it is a poor business model. In reality, "build it, package it, promote it and support it" are the pillars of success in the commercial world. Having failed to recognize the enormity of that task, Shuttleworth and company led themselves down a garden path, in regard to desktop Linux.
More recently, Canonical has sought to establish a vein of exclusivity in its offerings, at the expense of true Open Source principles. In so doing they have tried to make an end run approach to what Red Hat has done more openly, though recent times have seen suggestions that RH is, now, also taking more liberties with the spirit of "free and open".
Of course, Red Hat took its fair share of abuse when first it abandoned the desktop. Canonical seems headed down the same path, but in a slow, drawn out fashion, guaranteed to prolong the ordeal.
The Macintosh is Xerox technology at its best.