This statement was made by Ubisoft's director of subscriptions, Phillipe Tremblay, who recently spoke to Gamesindustry.biz about the digital future and Ubisoft Plus specifically. Tremblay states that people eventually "got comfortable" with not owning their CD or DVD collections, and that a similar shift in attitude "needs to happen" in gamers.
I've felt very comfortable not buying a single ubisoft game since rayman legends, a great game that i use my pirated copy to play because it works better than the DRMriddled version i paid for.
Generally i don't even bother to steal ubisoft games since i haven't played a good one (imo) since early early far cry or asscreed2