Here's the thing, though, most UE3 games at max settings are not nearly as demanding as Crysis 3 at low settings, which is why they run better, even though it's "ultra".
You can't judge performance just by looking at the settings names.
Not being able to run games on ultra is natural, it only means graphics are evolving and devs are using the extra power from newer cards (and also future proofing their games).
Now, of course there are situations where it's just a poorly optimized game, but that's still not based on settings names, but how demanding it is for how much it pushes the system.
The Witcher 3 won't run as well as Saints Row on max settings, but it will look far better than Saints Row on max settings even if you have to play it on medium, for example.
You'll still most likely get the graphics and performance you should for your card, you just need to let go of the meaningless "ultra" thing.
Ground Zeroes did, IIRC.