If my comments are somewhat acerbic on this matter it's because I feel as a consumer I shouldn't be made to jump through hoops and suffer massive inconveniences to play games I've bought and paid for.
2 of the biggest games of the last 2 years, Mass Effect 2 and Dragon Age, had NO DRM. Yet they sold perfectly well. These are isolated examples but there are dozens more out there. Ubisoft should take a lesson from them.