Couldn't say, Virumor. I truly doubt the pre-Activision Blizzard would have come up with anything half so obscene as Diablo 3's always online DRM plus real money shop, though. Blizz used to like their customers.
As for Ubisoft... Well, I honestly think they are in a race with EA for 'Most Despised Games Company'. Everything from routinely denigrating their customers to always online DRM for single player games show Ubisoft are not customer friendly.
While I always get the impression that EA don't care about their customers, Ubisoft seem to actively hate theirs.
(And add Westwood to the list of EA-destroyed studios, BTW...)
