That's fine. And likely the case already with many games.
I play BDO, for example, and many of the cosmetics are quite pricey. Same as other games with skins that cost RL$ and so on.
I think it's fine and possibly (maybe not through Ubisoft or EA) more open than existing models.
I would much rather pay the player Koolkat420 $30 for their awesome digital jacket design than Ubisoft for their jacket design.
I do think games have to be seen more as services or platforms in the future. I do not think the actual embedded content will be as important.
We started researching the Metaverse at my workplace. And this Ubisoft thing seems in line with that- from what I read Quartz is their met averse.
There was something similar from another company I heard about where Travis Scott held an in-game concert. I can not remember the game though.
That is the future.