Bit of a clickbait, the full quote is:

At Ubisoft, the golden rule when developing premium games is to allow players to enjoy the game in full without having to spend more. Our monetization offer within premium games makes the player experience more fun by allowing them to personalize their avatars or progress more quickly, however this is always optional.

So still sniffing their own farts, but not quite as deluded as the out-of-context quote makes it sound.