Hollywood was so adamant about "not downloading a car".
That was a meme. The original ads were always "you wouldn't steal a car". Someone doctored a screenshot from the ad as a joke and now there are a whole bunch of people who think the ads actually said that.
That only applies to products though.
Getting a taxi and then running off without paying is still stealing, even though there's no theft of an actual product involved. There have always been legal ramifications for theft of services, and this is no different.
For the record I'm not shilling for Ubisoft here. They can eat a bag of dicks. I just think the point the meme is making is based on a false premise.