Hi Sam,
Canonical has been trying to build a brand around Ubuntu, and they drop the "linux for human beings" title. I think that it is just a strategy to be more independent, to look more special towards new users.
I personally have no problem with that. Especially since GNU or Linux can refer to many, many things, from TVs to Media players, smartphones, etc, etc. So I think it doesn't make sense to advertise it when you talk about your product, because it confuses people.
If Linux is only the Kernel and GNU only the GNU projects, it is a small part of the whole package that Ubuntu is, and so I am not bothered that it is not included in the brand they are building. On the contrary, it makes things clear for users.
Moreover, I am not really sure I want Ubuntu to be automatically associated with Linux, or the other way around, and it is even more true with GNU, since Ubuntu tends to follow flexibly the spirit if GNU.
So, my point is: * It's legitimate for Ubuntu to build its own brand * I don't see any problems in not advertising GNU or Linux because * Ubuntu is a larger package than that * I am not sure we want people to automatically associate Linux and GNU with Ubuntu (or the other way around)
The important is to promote Free Software, whatever technologies or product we're talking about.
Best, Hugo
PS: Thank you for raising this topic btw