Ubisoft is just stating what most other developers are thinking. The fact is many of them spend so much money on the first game in a franchise that they have to hope it's successful enough to warrant a sequel. Thus, the subsequent games would hopefully be cheaper to make because they are using the same engine, etc. That's the reality of this industry right now, whether you like it or not.
However, in all honesty, if any game is successful, it's likely going to become a franchise if people have ideas to improve it. As such, saying "we don't care about sequels" means "we don't want our game to sell too well", which is never the case.
Source:
http://gonintendo.com/boards/viewtopic.php?t=117688&p=852574
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