Personally I've just been annoyed that over the years they've just felt like they're churning out games that are pretty similar. So their biggest IPs had gameplay that borrowed from one another. Not EXACTLY, but a lot of core mechanics were just.... so similar. So in the end it just made everything feel... safe, I guess?
Every once and awhile they throw out something random, which felt pretty exciting for them, I just wished they'd do that more often.
When For Honor first dropped I LOVED it, and couldn't believe that it was a Ubisoft game because it felt like they were breaking out of their shell. It felt confident too, IMO. But then after its release, it felt like they just went right back to being safe again.
I'm not sure where they're going now, but with things like xDefiant, Prince of Persia 2-D, and Star Wars Outlaws it looks like they're trying again which is cool. Even if people are saying that Avatar game is just Far Cry with an Avatar coat of paint, lol.