Given the nightmare that was Watch Dogs on PC and the major issues that uPlay had that basically crippled people's ability to experience that game, I'm surprised that they perceive that this won't hurt their PC sales in a meaningful way. Obviously Ubisoft wants a bigger piece of the pie, and the ability to dominate the experience in the same way that EA wants to with Origin, which I can understand, despite my being completely turned off by it.
Honestly though, I think its a slightly bigger surprise that Activision hasn't yet leveraged the Battle.net client of Blizzard for its own purposes as well.
Not that I want any of this! Steam is popular for very, very good reasons. What this really tells me though is that unless I'm willing to deal with their unique services and whatever issues they may have, console versions of these games are going to be my first option. Luckily, the relative power of the Xbox One and the PS4 compared to modern PCs (as opposed to the relative power of the 360 and the PS3 compared to modern PCs) is pretty good for the time being, so voting with your wallet by ignoring the PC releases entirely and focusing solely on supporting their games on consoles seems both practical and easily achievable without needing to miss out on these games, which seem for the most part to be pretty promising, entirely.