Oh no thinking twice?! We can't possibly expect people to do that! Seriously?
And yes, if those keys are illegal it would be just the same thing. I don't know why you would think changing the publisher might change that fact.
It was an example that prices can be that "low" at launch in comparison to the official retail price. and btw. those were physical copies, not download keys.
Were those keys mentioned here created using a key generator?
No.
(note: even if the keys were created using a key generator, then it would be Ubisofts fault for doing something like that)
Were those keys made by Ubisoft?
Yes.
So those keys are simply not "illegal". They are official keys.
Someone might have bought them from Ubisoft using a stolen creditcard, who knows, that's speculation. But even that wouldn't make the keys themselves illegal.
Someone used thousands of stolen creditcards to buy lots of them and resold them? Well duh, go after that criminal and fix your systems. There are all sorts of ways to protect against such fraud. When I use my creditcard on some sites (which is most sites), my bank is always contacted, loads its own webpage for a few seconds and checks a few things like for example the geo-location of my browser. I'm pretty sure they would block the transaction if I used my creditcard while being located in for example China all of a sudden. They could also for example force people to enter their address somewhere and check that too. They are too lazy to do that? Well, then it's their own fault.
Why do they even allow anyone to effectively buy a code instead of the game itself directly? If they would limit that, there would have been no way to sell the codes.
Just transfer this whole mess into the real world. I buy some game from a GAFfer. I pay for it. Next: the publisher of that game knocks on my door, enters it and destroys the game, that I paid for because "it was sold to me by an unauthorized seller". Fuck that. If they have a problem, go to the one to whom you sold it to.