What I undestand is that he wants people to rise above petty politics and work at making Ubuntu better. Imo he could have just said the latter and let the former lie. Sometimes it is better to do that. A substantial chunk of the community does not like unity and even more hate the amazon integration. Telling them to shut up is not a great idea. You cannot keep everyone happy, not in a project of this scale. Mark is doing this to keep the people at canonical happy and driven. I hope he succeeds, because I would like ubuntu to be better.