I think it's undeniable the world building, fidelity, art, coming out of Ubisoft is top notch and always something to look up to. But we are talking about content... AC was first introduced as a "Splinter Cell in the light of day, set in the crusades" - and it wasn't; now it resembles more the experience you already get from The Division or Ghost Recon.
I mean, I'm sure it works, and maybe the overlap of player of these games is not even that big (so they cover more market) but would be nice to see more original stuff.