I think the Ubisoft guy is pushing for subscriptions when a lot of people are not keen. See any of the recent articles about NatGeo pulling videos from Sony, etc etc.
As gamers grow comfortable in that aspect… you don’t lose your progress. If you resume your game at another time, your progress file is still there. That’s not been deleted. You don’t lose what you’ve built in the game or your engagement with the game. So it’s about feeling comfortable with not owning your game.