You`re right when you say that when people want to pirate the game they will but DRM is there to make it as difficult as possible for pirates to make copies of our games. A lot of people complain that DRM is what forces people to pirate games but as PoP PC has no DRM we`ll see how truthful people actually are. Not very, I imagine. Console piracy is something else entirely and I`m sure we`ll see more steps in future to try to combat that.Wow, nice job predicting that your own initiative is going to fail. I guess the idea here is that he's trying to intensify the sense that they're giving gamers a "challenge" to prove them wrong, in an effort to boost sales, but they seemed to have missed the part where the people who care about DRM aren't morons, and a lot of them aren't going to give you any brownie points (or $60 wads of cash) for releasing a DRM free game and then turning around and demeaning players.
In short, seeing the headline on Slashdot made me think "Oh yay, someone's listening, maybe I'll have to buy Prince of Persia," and then reading the statement immediately changed my mind by reminding me that Ubisoft doesn't really care about gamers - they just like marketing stunts.
I will be curious to see what kind of piracy rates Prince of Persia has, but I'm prepared to take any analysis of the numbers, especially from Ubisoft, with a hefty grain of salt.