I write that as someone who finds them to have astonishingly poor taste and wishes they would knock it off, so I'm no Red Hat fan—but they do seem to be succeeding at some kind of broader own-the-core-software-of-Linux-outside-the-kernel-without-technically-owning-it strategy, by steering Gnome and systemd and having significant control over a complete (and, conveniently, architected such that it causes a ton of work for everyone who doesn't just adopt Gnome) replacement of heart of the GUI stack. Not that Canonical's much better (OMG, Snaps, WTF are they thinking)