From my look at it, Ubuntu is making it clear that they guarantee support for 10 years, rather than just the standard 4 of LTS releases. And they are also guaranteeing compliance for enterprise uses, saving the paperwork load and time. This could make Ubuntu Pro attractive for enterprises and the IT department. Everyone wants to limit the paperwork checks. Us plebes, can make do with the free standard 4 years of LTS support if that's what you want.

I'm quite sure that any distro that offers enterprise solutions is doing similar things just for the money. RedHat does it for sure. But us plebes don't ever see it because we use Fedora instead.