Ok, so I've been waiting for some time for Microsoft to let Xbox players play online for free. If Ubisoft offered that through their Uplay, they would have millions of users in the matter of days. The fact that you have to pay to play online has pretty much been the deciding factor when it comes to buying an Xbox 360. I'd rather play my PC games for free.
Anyway, I hope this is a step to such a revolutionary concept, and I'm sure if Ubisoft wanted to stick it to Microsoft, it would have many people backing them.