I'm not doing it as a form of protest, but rather that I don't like giving money to people I think are jerks, or run by jerks, but Ubisoft's recent antics of calling its customers criminals, its counter-intuitive use of DRM, and so forth made it the first company I check for when considering buying a game, and if their name is anywhere on it, I don't. Electronic Arts recently became the second, by looking at Ubisoft and thinking, "Man, those guys really get it. Let's do what they're doing, but worse."
No, I don't pirate their games instead. I don't need to play any game, and protest has never been the reason I've pirated anything. It's been to make informed purchasing decisions.
And no, reviews and press don't count, because those are other peoples' opinions, and oftentimes, not even those, but rather things they're paid to say presented as opinions, something else Ubisoft has been guilty of, by the way. So when I'm on the fence, I'll demo a game. If you don't have a demo, I may "borrow" it for awhile until I decide it's worth the cash, or I may not. No different from going over to a friend's house to play his copy, or renting it, or yes, even buying it used, whether you agree or not; it doesn't make someone morally corrupt because they didn't pay someone to "pirate" the game for you.
I do take issue with people who pirate a game, legitimately enjoy it, then don't buy it, though, or if they just rent it, or buy it used; people who make something with an asking price that you liked deserve to be rewarded for bringing an enjoyable experience to you, if that's what they did. But this isn't even the damn debate, so I'll shut up now, god.