I have a lot of time for Shuttleworth and the Ubuntu crew. Here's the rest of the "if you don't like it, don't use it" quote mentioned in the article: "If there is selfishness here, it's selfishness on the part of people who DEMAND attention and offer no constructive solution. Nobody has a right to expect someone else to devote their time to a mission in which they have no interest."
"Devote their time to a mission" - isn't that a great description of Open Source at it's best? Not playing with a weekend project, trying to impress pundits, or making a super friendly don't-offend-anyone party. A mission that people devote their time to.
Will it work? I have no idea, but I hope so. Ubuntu didn't become the most popular distro by having the best wallpaper. They've been making hard decisions and pissing people off since 2004. To anyone who considers Unity a death knell, I'd ask you to estimate how many projects are killed by innovating too much when people want stability, and compare it to how many projects die a slow, apathetic death because they've been standing still while the rest of the world moves on.