It uses Gnome but it isn't Gnome.
"Normal users", meaning non tech-savvy ones are Windows or OSX targets, because with Ubuntu they still need to use a terminal a bit more than Microsoft/Apple stuff, and they still have to deploy their own systems. For a bit more "power users" having to manually deploy an official ISO than customize it or keep it up polluted, an update at a time, is a NIGHTMARE. Try to upgrade a normal Ubuntu for few releases and you'll see things breaking, you fix the manually augmented the entropy. With a declarative distro any updated inter-release and cross-release is a fresh install out of your config, no forgotten fixes/hacks no leftovers.
Those who claim Ubuntu as stable are stuck in a far past, before declarative distros exists.
From the software shop GUI, I can choose flatpak or dnf/apt from the dropdown. From the command-line, flatpak has its own commands (vs. apt silent under-the-hood behavior).
Flatpak is better than Snap. I use Flatpak for commercial software (Discord, Steam, etc.), but it remains my choice as a user.
Unless that snap allows lower level usage (services, kernel...)
NixOS today is not in an excellent shape, but is the go-to distro of any tech savvy, Arch have intercepted old-schools users locked in a far past, Guix System try to thrive, Ubuntu now is on par of classic RH in crappiness and commercial conduct.
I still use like that and anyone can, but normal users are the main target.
For example, in the gnome team we do the uploads first to debian then we merge them with the Ubuntu changes if any, but we try as much as possible to use the same sources for both.
Check debian salsa to see the differences.