Comment What are we paying for then? (Score 2) 136
Ubisoft might have to get comfortable with customers not paying them for games, then. Either by pirating them, or buying other games from companies that treat them better, or by finding some other entertainment instead. It's not like game consoles are the only thing their target market (which is young men) have to spend money on.
In addition, I expect we will see future regulation in some jurisdictions with strong consumer-favourable laws like Brazil and parts of the EU which would prevent companies from doing this.