Not to be that guy who defends Ubisoft (God knows I haven’t bought one of their games in ages), but that quote from the CEO is taken way out of context.
He was directly asked what would need to happen for game streaming to take off, and he responded with “players would need to get used to no longer owning their games”, which is pretty much true as far as answers to that question go.
Microsoft’s naming strategy is just the American Economics wheel from South Park, but with names on it. Of all the big tech companies, they are easily the fucking worst at naming shit.