Well, to start they tried putting Amazon ads in Unity's Dock which was also doing data collection, but removed them after the backlash.

Then they switched to Gnome, meaning they gave up on their own desktop, Unity, so they were no longer dictating what their desktop was like, so how much did they care?

Since then they have replaced a number of apps with SNAPs which are only available from Canonical so many people see it as an attempt to corner the Linux market. Many see AppImages and Flatpacks as better than SNAPs.

They are a company. They exist to make money. Of course they are going to decide to do things that make more money and annoy their users.