Well, I wasn't really talking about 3D, it's more of a general impression of the graphics.
But in general, yes, Ubisoft is still ahead of the rest. Just for the online version of World of Warcraft, they are currently asking for a large sum.
But in general, we shouldn't forget that prices have risen partly due to the exchange rate of the dollar. This was especially noticeable in the price of DayZ (a game with an extremely overpriced price, by the way), which has since increased by about 50%.