I don't understand how horny people are to defend companies that treat their paying customers like shit.

I don't really care enough to actively hate Ubisoft - I save those sentiments for companies like Nintendo and Disney. However, they did influence about a decade of horrible game design trends with the popularisation of the dreadful checklist-filled Ubisoft Open World^TM, and that is worth at least a mild dislike.

When their CEO said that players should get comfortable not owning the games they paid for I went from not really caring about their games to actively disliking the company

For me it's the arrogance. It's the calling of themselves "AAAA" gaming and trying to push base prices of games past $100 and then making bland boring games. They think they're amazing. This is their reality check. Their games are what I play when I have nothing, and I mean nothing else to play

For me it's a combination of them making games that all seem to represent everything wrong in modern gaming, coupled with all of the sexual misconduct among their leadership that they covered up and have still not been held accountable for.

They've been releasing a lot of half baked games lately, coupled with lazy game design, where a lot of their open world games are the same thing with a different skin. And then the games themselves are the same first few hours of gameplay loops repeated for the rest of the game.