If it were just about the label on the box, I'd be cautious about EA, and really cautious about Ubisoft; but hey, if the reviews end up actually being good, or a friend recommends it, or even if it initially sucked but was patched back to health, I'd be willing to agree that they've done better than usual and give it a try.
Now that everyone wants to have their own distribution platform and monetize the social friendscape and so on, though, that's less of an option. Ubisoft game that looks interesting? Well, "U-Play" sure as hell doesn't. No sale.