They know that the current generation of Linux desktop users may switch desktops or distros, but will just as easily switch back if Ubuntu trumps those.
For the broader audience, the Linux desktop is still not up to par with Windows or OSX, and that is Canonical's goal.
So basically, you're all just expendable guinea pigs, and all of your complaining is actually providing Canonical with cheap feedback.
Given that it's open source and we're not paying fuck all for it, I can't really say Canonical is doing it wrong.
Is it faster, when you open it the second time?
Does anyone remember Mac OS Spotlight? Took ages when first introduced (10.3?) then got loads faster on the same hardware. I'm hoping the same will happen with Unity.