It seems like this is but another part of the prolonged stage of "then they fight you". Free software systems are becoming more powerful at the same time that they are easier to use than ever, but the hoarders just can't let go.
I don't understand what all this whining is about on Shuttleworth's part about a company feeling "belittled". It's nonsensical. "Why can't I turn your contribution into something proprietary? That's childish of you!" Really. A shame, because Shuttleworth is in a position to do a lot of good.