The big deal is that you are now forced to create an account with yet another service and give them analytics about your behavior, for literally no benefit to you.
Even though this is widely accepted, this is just not okay in any case. Not when Ubisoft did it, not now.
It's really not that simple. Look at Austria, for example. It's also a lot about culture and society itself and how it developed. We are exporting nazis ffs. Shit that gets people thrown out of parties in Germany (like Krah) is just another Tuesday in Austria. And we have a great educational system. Of course with ways to improve.