Tell us who should be tarred and feathered then. Off with their heads!
Could have easily just apologized to Ubisoft in private and waited for the issue to disappear, which it certainly would when the game is released and acclaimed. They corrected the video and apologized publicly within hours. The fuck up was bad but they did the right thing, even if their options were limited
They admitted that it was a mistake, fixed it and apologised, what else are they supposed to do?
They could have paid the artist they stole from, for one.