So long as there's always a choice to "buy" the game then I really don't see it as a problem. That's certainly Microsoft's approach with gamepass, I assume they and ubisoft both will happily let people give them $70 for a game if that's what the customer prefers.
These days only the indie studios are making the actually good titles. The AAA ones are just high production interactive movies with little actual gameplay. They fit the play once subscription model quite well.
That's the point lmao, for consumers to be allowed to choose between something like game pass, or to buy a copy. That's what we have now.
If we let them, they'll only offer games on something like game pass. That'll be our only choice; no choice.
BMW charging a subscription for seat warmers, etc, etc. It's not an individual battle at all, ha ha. It's a war.