Before this point, Canonical sold support as their approach to monetizing their investment in creating a distribution. Data collection, applying analytic, and selling user data is incompatible with both the free-to-use Ubuntu community, and the enterprise customers.
Canonical has fundamentally changed what the Ubuntu brand means, and that is reflected in people finding that good alternatives exist.
In other words then, Canonical has modified their business plans with respect to Ubuntu, probably because the previous revenue model didn't work. What makes these so-called "alternatives" so much more viable? How will they succeed where Canonical failed?