The often draconian DRM measures undertaken by Ubisoft on its PC games is well known, as is the amount of problems associated with it. The studio has held firm by saying the DRM is necessary to combat piracy, and has some numbers to go along with that. Yves Guillemot, the CEO of Ubisoft, said there is a 93-95% piracy rate on its PC titles, with the five to seven percent of paying customers matching those who pay in free-to-play titles. F2P allows for Ubisoft to gain revenue from countries where piracy is most rampant, but that F2P revenue is more long term compared to those who buy retail games. Ubisoft is able to support the F2P titles over a longer period of time to maintain the revenue, so more and more content can be added years down the road.
Guillemot was keen to point out that F2P will not replace Ubisoft's core business; it is merely to help supplement it until the next wave of consoles arrive. The consoles have taken "too long" to arrive, according to Guillemot, but when they do the entire industry will receive a boost. That is generally the case, so we will just have to see if it is again once the next-gen systems arrive.