I am loath to join the general chorus of hate for Ubisoft and EA. Complaining about these companies being too focussed on commercial success and not enough of user-entertainment/"art" seems futile: they are, first and foremost, commercial companies.
Nonetheless, considering it strictly as a commercial proposition, should the senior executives of these companies not be worried that their brand has negative value?
When I see news of a game, knowing that it is going to be published by Ubisoft - or, to a lesser extent, by EA, makes me shy away. I am less likely to buy. I am less likely to follow the hype, for fear of being sucked in by it, because I expect to be disappointed. I am less likely to engage with their product or marketing in any way, because of the poor track record that they have establish, the negative brand value that they have created.
If they bought a small publishers, and published the very same game through that new label, I would be more likely to engage with and buy their product for that reason - as long as I was not aware that Ubisoft (or EA) lay behind it. Knowing that they are there, I expect to be disappointed.. That's negative brand value in action.
This is not just a gamer whinge. I would think that was a customer reaction that ought to concern senior commercial management, and shareholders in these companies.