Is Ubuntu set to become non-free?

Few days back I have written about - why don't Linux support MP3 and other stuff out of box?

Now it appears that Ubuntu will try to educate you about the free v.s. non-free driver issue! Ubuntu is a community driven project to create an operating system and a full set of applications using free and open source software. At the core of the Ubuntu Philosophy of Software Freedom are these core philosophical ideals:
1. Every computer user should have the freedom to run, copy, distribute, study, share, change and improve their software for any purpose, without paying licensing fees.
2. Every computer user should be able to use their software in the language of their choice.
3. Every computer user should be given every opportunity to use software, even if they work under a disability.

Right! Real question is what about end users? Take example of average joe, he wants his pretty 3d desktop, wireless wifi card and other stuff. ATI or other drivers are not free. Solution is use open source driver such as provided by Intel.