I do not envy the position of the majority of developers working within Ubisoft who are just trying to get by & make games they're passionate about for our enjoyment. These are the people who I'd imagine are affected the worst by Ubisoft's constant tone-deaf, disingenuous antics.

They take all the heat when a game isn't received well, if a game doesn't sell it's their jobs on the line, and the upper management clearly does not listen to them, nor care for their integrity.

The company is huge, billions of dollars huge, it can handle a few shoddy sales while everyone forgets their latest shenanigans, but in the meantime it's the good people that get screwed.

To that end, I can't cease covering Ubisoft titles like AC Valhalla, I see the work and care from those good people & want to celebrate those individuals, but at the same time I can't forget, nor let anyone else forget who they are working for.

Boycotting Ubisoft and negatively affecting the sales will have a negative affect on the company, but it'll be felt by those who do their best to bring us the games we want, not those who give Ubisoft the bad reputation it has.

There is no winning here, I know.

But the company's reputation needs to be at the forefront of our minds, and our words when we address Ubisoft at all from here on out until we see actual, genuine positive change.

I hope this makes sense.