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This statement was made by Ubisoft's director of subscriptions, Phillipe Tremblay, who recently spoke to Gamesindustry.biz about the digital future and Ubisoft Plus specifically. Tremblay states that people eventually "got comfortable" with not owning their CD or DVD collections, and that a similar shift in attitude "needs to happen" in gamers.
According to their logic, you can set up a shellscript that repeatedly copies an ISO of theirs to /dev/null. That should bankrupt them after a week or so.