DarrkPhoenix: The thing is, though, that as far as customers are concerned none of that matters- the bottom line is that the company is now offering them less value for their money, and given that customers will naturally start seeking better value from other sources. Ultimately there are two ways to approach business in a highly competitive market. A business can try to align its interests with that of its customers, and thus drive profits by offering customers a better overall value than competitors, or a business can set its interests in opposition to its customers, trying to wring as much profit out of them as possible. The former method is far more sustainable, as it builds customer loyalty and sees quite a few repeat sales, while the latter method can result in higher short-term profits, before those profits tail off as a result of customers finding better value else-where.
And at the end of the day companies can complain all they want about how tough things are and how they need to do various things to increase their profits, but none of that matters as it doesn't change the fact that they're still offering their customers less value for their money. And customers are naturally going to be looking out for their own interests first and foremost, and it was the company's poor decision to set their interests in opposition to the interests of their customers.
That gets to the real heart of the matter: a business can do what it wants within the bounds of legality, and the customer decides whether or not the product is worth it.
I draw in customers because I give away free lifetime phone support, for products I have not sold and have no initial financial interest in. The OEM has recently started charging for support for those companies who buy a used machine from some other source. Both of those are the choices of the two companies offering support. For those people who don't want to pay the OEM for tech support, many come to me. I get nothing for it initially since I wasn't involved in the used machine sale and also did not get anything out of the new machine sale. But it brings in customers. Conversely, the OEM policy scares away some of their customers. When customers try to pay me for phone support, I tell them that it's always free. All I ask is that they consider my company when it comes time to buy parts and have service work performed. The business made a decision to operate this way, and the consumer decides if it's worth it.
This isn't an exact parallel since I am offering the same thing as the other guy, whereas there is no alternative source of the online extras that Ubi offers for $10. But ultimately it comes down to the choice of the business and the customer. The consumers will either determine that it's BS and Ubi sales will suffer, at which point Ubi may change the policy, or the consumers will decide that it isn't a big deal and Ubi sales will continue on at the current pace.
Snickersnack: Professional software typically costs more than the computer it's running on. You can't compare that stuff with mass market consumer software.
That's right, we can't compare it. For one, the whole thing is a bit backward: if I'm paying upwards of $30,000 for a piece of business software it damn well better come with free support and patches, whereas at $40 I feel that free post-release add-ons are pretty generous of the dev / publisher - but it makes perfect sense from the aspect of customer loyalty. But if the business software provider does not offer that free support then it's my responsibility to decide whether or not the purchase makes sense taking into consideration the long-term cost.
So I don't have a problem with Ubi doing this. As a consumer, I have the tools to make an informed choice on the matter and if it doesn't sound like a decent deal then I can take a pass. Ubi will either reap the benefits or suffer the financial consequences. Simple as that. If I have any gripe, though it's more like advice, it would be that $9.99 seems high and it should be closer to the $3-5 point. But again, that's a decision for Ubi and the individual consumer to make. To me, it's not worth it since I can pick up a GOG or two, complete games, for that cost. So this consumer has made the same choice available to everyone else.
Gotta laugh at the people calling it 'evil'. Folks, for the most part business has to make at least a bare minimum profit else the business eventually goes under. Online extras cost money to create and maintain and it's reasonable to try to recoup some of that expense. For the original purchaser, that expense is rolled into the retail price, or for some titles it comes from subscription fees or micro-transactions. For the second-hand buyer, it comes from UPass or whatever they call it.
Could be worse - Ubi could simply lock out the second-hand market altogether. At least this way there is a choice.
And +1000 to everything Zolgar has said. A business needs to make money to continue supporting old products and creating new products, and to continuing paying the workers. This is just another way of doing so. As the consumer, you decide whether or not that policy makes sense. From the results of this thread, it seems that some do and some do not. That's the marketplace at work, and Ubi will find out whether or not this plan works.