I replied this to someone else gonna put it here:

Kinda a shit take. Canonical is very generous with licensing. They give you 5 free personal licenses per account AND they license per physical host which is practically unheard of now. Like everything is per VM or container or CPUs or sockets etc now. One pro license on an ESXi host could have hundreds of VMs and Canonical is OK with that.

Source: I work with and use ubuntu pro. Canonical’s alright in my book. More than I can say for the RHEL team