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If you wonder "i can buy Steam key for Uplay game, so what nonsense is this, why it isn't reversible?" - it is simple. Consider buying Steam key for Ubi game means it is just resale and you still do need activate game on Uplay, otherwise you will be not able to play it. Only difference here is that you can have such game in your Steam library, but it is still installed and activated via and on Uplay.
Why would a Uplay key activate on Steam? O.O It's called a Uplay key for a reason.
Oho, another person who has no clue about marketing and doesn't use common sense.
Ubi treat Steam like distribution channel. Noones give a ♥♥♥♥ about you not liking Uplay.
You have two choices - accept Uplay (not a bad service either, unless you like ♥♥♥♥♥♥♥♥ about everything) or quit playing their games. Steam is just a place where you buy games, but Uplay is primary DRM for Ubi games and that's how it is.
Both Uplay and Origin have become strong and estabilished services. They were faulty, glitchy (just like Steam was on start), but they are decent now. I would bet my life that they don't disappear. It just makes zero sense to phase them out once they bacame reliable.
Where have I been? Well, not playing Ubisoft games actually, which would explain why I haven't run into this question until now. They don't call it a "uPlay key" within the application, only an Activation Key.
I have a little bit of "a clue" about Marketing as I've been working in that field for 15 years, and I'd like to think I have a bit of common sense here and there at the best of times. I assumed I would get the obvious answer, but I just wanted to confirm which is why I asked. The strategy behind uPlay doesn't confuse me if that's what you're trying to insinuate, but that doesn't preclude me from having my own opinions as a consumer either... especially when I'm not forcing them down others' throats, but rather just clarifying the intent of not pursuing another method described above. I didn't make the statement that I wouldn't play any Ubisoft games because of uPlay, did I? It's like you're reacting to an entirely different post here.
It's amazing to me that people have trouble answering questions without insulting others for having asked them, especially when the question had already been answered. Thanks though?
I seriously gotta ask, why the ♥♥♥♥ are you so mad? Chill the ♥♥♥♥ out.
And in case some of you idiots didn't know, you CAN activate certain Origin games on Steam.
Don't worry OP. You can't fix rude or stupid. Just like you I also want to keep all my games in Steam unless Steam doesn't have them.