Well, one thing to consider is that it seems nobody has really tried to go after the trade practices of the video game industry, so far it's small enough where nobody in position to do so really cares that much about them. As a general rule big business will do whatever it can get away with, until actual action is taken against them, and so far there haven't been many properly pursued legal actions against them, and few suits or campaigns waged by the government that weren't after video game content itself (sex, violence, etc...).
Honestly it surprises me a bit, after EA won "worst company" multiple times I figured some crusading politician was going to go after industry business practices for PR reasons, but it never seemed to happen. Short of something like that there is unlikely to be any change because as a general rule your average gamer can't afford to go after a major company over a point like this, especially seeing as they will gain nothing directly for their time and trouble.
That said I do expect industry reform on a lot of levels to be coming. I can't say for sure when it will happen, but a gut feeling is going to be when some popular FTP game a lot of people invested money in goes down, which is going to finally bring up the issue of what rights virtual property owners should have (compared to the total lack of rights the law currently allows). When enough people lose hundreds or possibly thousands of dollars invested in a game over a period of time, I suspect it will take on enough inertia to get someone's attention. When one thing like this happens, it oftentimes gets a snowball rolling. Of course in the meantime that possibility does not do us much good. Nor does people's complacent attitudes about how they don't care because they expect game companies to screw with us. It's truly sad when you know your being abused and taken advantage of, and you just don't care.
I'll also say that I wonder if a lot of this is because Ubisoft is a French company. When the subject of France comes up it ranges from discussions about what a beautiful country it is, to how horrible the business is, and how people down there will say charge you $8 for a cup of coffee the size of your thumb, and then another $10 for standing room while they make it, if you don't want to be made to wait outside. When you get your coffee finally it won't be what you ordered but they will insist it and comment about how French coffee requires a refined palate to appreciate. Now how true this is I have no idea, but I hear horror stories from travelers at times (along with good things) and apparently such stories have become well known enough that you even see comedy skits about this kind of thing. I mention this because Ubisoft's attitudes seem almost exactly like that. They charge us top dollar for games, force us onto their always online content platform, and then produce substandard products while basically it's literally what we want and obviously we can't appreciate how say 30 FPS is more "cinematic" than 60 FPS... which is sort of like telling someone complaining about their coffee not being what they ordered because they simply aren't refined enough to appreciate it. Something like Saturday Night Live might actually be able to do a skit putting the old café horror stories side by side with the corporate practices of companies like Ubisoft. That said maybe someone who is French can shed light on how bad things are down there, and if this way of doing business is actually common/expected. Does Ubisoft fit in with the rest of the crowd?
