The thing about Ubisoft is that they're the embodiment of generic. I don't think anyone can really argue with that. They're mediocre at everything they do—story, combat, animation, art style, characters, narrative, you name it. Metacritic scores clearly reflect that.
Sony studios, on the other hand, are considered some of the best in the industry, especially when it comes to storytelling. Just compare any Ubisoft trailer—which rarely stands out in any meaningful way—to the recent Ghost trailer. That one grabs you by the soul and doesn't let go until it ends.