Shuttleworth is sick of Ubuntu features being torn apart by critics before they’re ready. Well maybe if Shuttleworth didn't require a crap interface and built in ads on the desktop and making smartass comments when challenged about it, they wouldn't be torn apart by critics.
Maybe if we didn't have "critics" like you that are quick to rant and diss other people work while not doing anything themselves, highly-visible projects wouldn't have this problem and wouldn't require such steps. I lead a fairly successful open-source project and I'm on the receiving end of this attitude of entitlement as well. People don't realize how much work goes into developing of software and when you give it…
I'm sorry, compared to standard GNOME (v2, v3 can join Unity on the junkpile IMAO) or KDE, Unity is crap, and I am hardly alone in that opinion.
Perhaps certain open source developers just suck at taking any kind of criticism? That's sure what these moves feel like.
I would bet large sums of money we're going to see something distasteful come of this, along the lines of further intrusive desktop advertising ala Amazon Lens.
Maybe if you would start listening to the community more when there's a large outcry (amazon lens, unity, gnome 3, etc etc etc) there would be fewer people who feel they are "entitled" to a desktop experience that doesn't suck!