I thought Ubuntu/ Canonical was already making money from their business tech support, and more and more businesses are leaning toward ubuntu and linux.
I left Red Hat when they started being a paid OS.
People often chose ubuntu over windows when I gave / sold second-hand computers because ubuntu was free.
I personally am fine with donating, but I like donating when I want.
I'm happy that this is optional. And will most likely donate.
However if it ever becomes an obligation, I'm out.