Mark Shuttleworth 2004: let's make Ubuntu widely used (bug number one is, Windows has majority market share). Mark Shuttleworth 2009 (after killing off many rival distros with deep-pocketed giveaways like ShipIt): there's no money in desktop, let's focus on servers instead. Mark Shuttleworth 2017: let's promote Windows (WSL). #canonical does NOT fight for our cause!