In the modern marketplace, you can't choose either/or. It has to be both.
Ubuntu wants to do both and additionally add libre.
The strawman fallacy you inferred from my statement has the additional fallacy of incorrect causality.
People are initially attracted to Ubuntu for a variety of reasons, and we hope to keep them because we are fit for purpose, not for whatever ideological reason or niche feature, and certainly not due to any sort of con job.
Desktop Ubuntu has failed to reach that critical mass of users to be taken seriously by industry (our good friends at Valve notwithstanding), and the only logical place to jumpstart the install base is the mobile world.
The mobile market is brutally competitive. Ubuntu will succeed or fail on its own merits, not because of any dishonest manipulation of innocent users.