This isn't really anything new. When I worked for Canonical, they tended to talk about Ubuntu and avoid mentioning Linux. I don't think the point of this is t

This isn't really anything new. When I worked for Canonical, they tended to talk about Ubuntu and avoid mentioning Linux. I don't think the point of this is to get exclusive apps, though. Sure they would love to have exclusive apps, but at the end of the day everything is still open source. They do want apps that integrate well with Ubuntu. So if you write an app that integrates with Ubuntu One or with Unity then you're going to have a better chance of winning than if you write a plain GTK+ app. So that will probably tend to keep these apps in Ubuntu and out of other distros, but that's the extent of that and I don't think the goal of it is to keep apps out of Fedora or whatever.