I just donated $20 and am downloading. I really like how you can choose where you want your money to go.
They've taken two approaches to raising funds (donations + shopping integration), while keeping Ubuntu free in the ways most of us care about vs. RedHat, who took a more restrictive route using their trademarks. If you like Ubuntu and are OK with either of these methods of fundraising, I suggest you support them. If they have more funds to make improvements and don't lose their way (queue the Unity comments), Ubuntu could easily surpass Windows and OS X in utility and value for the average user (not just for nerds and grandmas).
I'm not saying it needs to, but how cool would it be for a Free software OS to become the new "industry standard" as Windows has been for the last 15 or so years. I think it takes a leader/company with big resources and a solid plan to make it happen. We'd still have our options as to alternate window managers, etc, but we'd finally be free of working with the black box that is Windows.