The Ubuntu issue is complex and hard to pinpoint exactly. I agree with Shuttleworth that the trademark response was blown completely out of proportion. However, I find some things about his apology confusing.
For example, why would Shuttleworth call fixubuntu.com a “sucks” site without even having the courtesy to mention it by name? The name sounds kind of derogatory.
I also should say that I don’t agree with Shuttleworth that vocal non-technical critics of software are wasting time. There’s at least one person behind every software project, and it shouldn’t be considered a bad thing to know about the people and circumstances outside the actual code. If anything, I’d think Shuttleworth would agree with that.
Lastly, it’s a bit peculiar that he didn’t address the elephant in the room: Why Ubuntu’s online search lenses aren’t disabled by default.