They aren't content to just make a good product, it has to be disgustingly profitable. Once a company starts down that path, it's only a matter of time until the end user experience becomes completely intolerable. We've seen it happen so many times we had to coin the word enshittification to describe it.
Apart from very specific complaints like snaps, the hate is not for Ubuntu, the hate is for Canonical the company. People obviously still like and use Ubuntu, it's one of the pillars of the Linux community. Canonical has forgotten that in their plays for more money.
Really, Canonical has been going downhill for a long time. It just hasn't been bad enough to provoke this kind of outcry until the premium ads in the apt package manager.
If Canonical continues what they're doing, they'll see a prodigious loss of free users. That won't hurt them directly, but it will begin a slow and steady decline in enterprise usage. If it's so unpleasant to use Ubuntu at home, why would you use it at work if given the option? Ubuntu will stick around for a good long while and slowly get worse and worse as Canonical becomes more and more desperate.
Canonical as a whole has some very serious problems and I really don't expect them to survive long term. I'm not sure it's possible to fix a company once they're in that state.
Oh well, at least we have ten thousand other Linux distros to choose from.