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Gamers enraged at Ubisoft for injecting ads into the middle of video games
(www.techspot.com)
This is a most excellent place for technology news and articles.
It was not originally for just the activation and licenses. Their plan was for it to launch as "always on". If I recall correctly, it was going to require phoning home every 24 hours; hence the outcry at the time and the infamous Keighley interview. They rolled back a ton of the stuff with that console that they said was a "requirement" for functionality. Regardless of whether it launched, if it wasn't for the outcry, they would have launched it. That's an entire console. I have a hard time believing they wouldn't roll out a "cloud only" game - you feel me?