A few weeks back I exchanged e-mails with the Electronic Frontier Foundation (Canonical Legal and Richard Stallman) a non-profit organization that has always championed privacy of people worldwide. The intention behind these communications was part of a process to improve the coverage that OMG! Ubuntu! was doing surrounding the Shopping Lens Feature because both Joey and I wanted to ensure we were providing factual information on privacy with the most diverse amount of information possible for readers and the Ubuntu Community.
I think users are given a clear choice on whether to have the feature on or off and that being said I do think in Ubuntu 13.04 we will see the Dash having more and more results from different sources by default (in fact this was discussed at UDS-R just a few hours ago) at least that is my hope and I think when that is accomplished those who were critical of having Amazon results in the dash will understand the bigger picture of bringing more data to the desktop.
I mean why would users not want to have awesome results just a click away instead of waiting for a web-browser to start and then having to type out a url. Unity is becoming more and more a world-class experience and I think users should dive in more and be a bit more patient as the features landing are refined and the content improved.
Here is just one example of a new lens that bring more great content to the Ubuntu Desktop: