I think most gamers see a serious difference between ubisoft and Steam.
Ubisoft is a publicly traded company who only exists to make money for shareholders, and Valve is a privately owned company with no plans to go public, so it has no greedy shareholders forcing the company to engage in anti consumer decisions.
Anyone who looks at the two entities can clearly see which is better for the end user.
I tried it when it first launched, has it gotten better?