However, it seems it was not used at the time for some reason. This time, be assured it will be.
How are we supposed to react to something like this? Would you feel concerned about software that collects personal information and sends it so that you get more particularized ads in a game you paid for? Wait, wouldn't that be called adware? But wasn't adware free before?
And, gratified by the success of this technology, what would be the next logical step of companies like Massive? Wouldn't they seek new publishers and use it in other software? Mind-googling isn't it.
As a matter of fact it was close to that in Far Cry 2, which featured the Massive technology:
"This game incorporates technology of Massive Incorporated ("Massive") that, when activated, enable the presentation of in-game advertisements and other in-game objects which are uploaded temporarily to your personal computer or game console and changed during online game play. As part of this process, when Massive technology is activated, Massive may have access to your Internet Protocol address. Your Internet Protocol address, and other basic anonymous information, available to Massive are temporarily used by Massive for the general purposes of transmitting and measuring in-game advertising."
Not really a violation of privacy, yet...
So Ubisoft (especially Montreal): face it, if your games were not so flawed, or if at least you had some kind of support and not only a farce of it, and if you were not abusing your customers' rights, then maybe your sales wouldn't drop as much.
Diplomacy is the art of saying "nice doggy" until you can find a rock.