I guess Ubi will handle it like they do over at Direct2Drive when it comes to titles that make use of Steamworks. If you buy such a game at D2D, you'll get a serial key delivered to your e-mail address which you can register to your Steam account and download the game via Steam. But you also have the choice to download the game files through D2D's servers (which is pretty unecessary, since you have to use Steam anyways).
This is pure speculation, though. But to me it seems most likely.
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